Uncovering hidden triggers of user generated content engagement

Date of publication: November 6, 2012


Social functionality has transformed the online news category. sharing via social networks and adding comments to articles creates a new dimension to how people experience current events. For example, readers generate six million comments every month on the Huffington Post, making it among the most social content sites on the internet. What has been missing to date is an understanding of how comments enhance or detract from the readers' experiences. to illuminate this void, this research used a ratings-based conjoint to disentangle 16 various attributes of user comments to create a standard measure for their marginal utility. This structure was then used to create a composite index of major news sites to determine the composition, and ultimately, the user value of each sites' comment base.

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