In this paper, a model of the patterns of correlation in Wikipedia, reach and richness, lays the foundation for studying whether or not the free web-based encyclopedia Wikipedia is only for developed countries. Based upon data from 12 different Wikipedia language editions, we find that the central structural effect is on the level of human development in the current country. In other words, Wikipedia is in general, more for rich countries than for less developed countries. It is suggested that policy makers make investments in increasing the general level of literacy, education, and standard of living in their country. The main managerial implication for businesses, that will expand their social network applications to other countries, is to use the model of the patterns of correlation in Wikipedia, reach and richness, as a market screening and monitoring model.
Proceedings of the Joint Conference of the International Society of Markering Development and the Macromarketing Society, 2-5 June 2007, 2007
Digital divide; Developing countries; Internet; Web 2.0; Social networks; Reach and richness; Wikipedia; Wikinomics; culture; language
Main Research Area:
Macromarketing and Development: Building Bridges and Forging Alliances, 2007