Behaviour of the Czech internet heavy users in online social media environment.
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Online social media gain attention of both marketing specialists and academics. However, in the Czech Republic not much is known about the way that online social media are used. The study of 640 Czech heavy internet users analyses their behavior in the online social media environment. The activities explored include inter alia photo-sharing, video-sharing, music-sharing, participation in discussion forums and creating and updating profiles on social networking sites. The Czech heavy internet users are then segmented according to the level of their active participation in the online social media environment. Using the “Engagement Pyramid” of the Altimeter Group, the Czech heavy internet users are divided into five segments. They are the “Watching”, the “Sharing”, the “Commenting”, the “Producing” and the “Curating”.
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