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Measuring, Classifying and Predicting Prosumption Behavior in Social Media
Unformatted Document Text:  Social Media Prosumption     6    Prosumption vs. Participation It should be noted that there is a substantive difference between prosumption and a typical user participation called for by websites. In a social media setting, prosumption is an initiative taken by the users to produce content when they are consuming a website. It is an intentional effort of the users to produce which requires substantial labor input from the users. Those who contribute the content have a message to tell or something to show to others. Some content is intended for public consumption such as YouTube, Wikipedia, or public sharing on Facebook. But in personal pages of social media such as Facebook, Google Plus, or LinkedIn, the content is intended for audiences within the consumer’s social network (“Friends”) who are privately and mutually linked by the consumers. Audience participation, on the other hand, is a low-risk involvement encouraged by websites. Common online participation activities include ratings on online content, completing opinion polls on a given topic, or participating in contests to win a prize. Unlike prosumption behavior, user input is typically limited in these activities. The user is only required to provide some information in response to the call for participation. Only a small amount of commitment is expected from the user and no original ideas or substantial content is expected in such user participation. In other words, audience participation is a relatively passive and rudimentary form of prosumption. It is more a tool to engage consumers than creating original content. Prosumption behaviors such as open-ended comment and suggestion postings will entail massive reciprocal value between the site creators and the users of the posted content. The sites with many prosumers will provide the platform to build even larger audience base and the users will be able to take advantage of it to disseminate and/or store their content.

Authors: Ha, Louisa. and Yun, Gi Woong.
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Social Media Prosumption
 
 
 
Prosumption vs. Participation 
It should be noted that there is a substantive difference between prosumption and a 
typical user participation called for by websites. In a social media setting, prosumption is an 
initiative taken by the users to produce content when they are consuming a website. It is an 
intentional effort of the users to produce which requires substantial labor input from the users. 
Those who contribute the content have a message to tell or something to show to others.  Some 
content is intended for public consumption such as YouTube, Wikipedia, or public sharing on 
Facebook.  But in personal pages of social media such as Facebook, Google Plus, or LinkedIn, 
the content is intended for audiences within the consumer’s social network (“Friends”) who are 
privately and mutually linked by the consumers. Audience participation, on the other hand, is a 
low-risk involvement encouraged by websites. Common online participation activities include 
ratings on online content, completing opinion polls on a given topic, or participating in contests 
to win a prize. Unlike prosumption behavior, user input is typically limited in these activities. 
The user is only required to provide some information in response to the call for participation. 
Only a small amount of commitment is expected from the user and no original ideas or 
substantial content is expected in such user participation.   
In other words, audience participation is a relatively passive and rudimentary form of 
prosumption.  It is more a tool to engage consumers than creating original content.  Prosumption 
behaviors such as open-ended comment and suggestion postings will entail massive reciprocal 
value between the site creators and the users of the posted content. The sites with many 
prosumers will provide the platform to build even larger audience base and the users will be able 
to take advantage of it to disseminate and/or store their content. 


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