Understanding consuming, contributing and creating behaviors on social networks

Christine Balagué () and Damien Renard ()
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Christine Balagué: IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management
Damien Renard: IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management

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Abstract: This research aims at classifying social networks users' behaviours and modelling impact of social network structures on three categories of actions: consuming, contributing and creating. An empirical study on 4482 users of a social network specialized on food and recipes shows first that we can score users regarding their action of consuming, contributing and creating. We also characterize each of the three behaviours by network structures variables, and show that creators belong to a central layer, contributors to an intermediary layer and consuming to a peripheral layer of users. We therefore underline the importance of managing new types of variables in social networks analytics.

Keywords: Consuming; Social networks; Network structures; Creating; Contributing; Social interactions (search for similar items in EconPapers)
Date: 2015-05-26
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Published in EMAC 2015 : 44th Annual Conference of European Marketing Academy. "Collaboration in Research", May 2015, Leuven, Belgium

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01273635

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