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Research Article

The Revenue Model of Mainstream Social Media: Advancing Discussions on Social Media Based on a European Perspective Derived from Interviews with Scientific and Practical Experts

ORCID Icon, ORCID Icon, ORCID Icon, ORCID Icon & ORCID Icon
Received 17 Nov 2022, Accepted 27 Oct 2023, Published online: 15 Nov 2023

Figures & data

Figure 1. Structure of each of the expert interviews. The five factors in part 4 were extracted from discussions of the group “Social Media” of the DiDaT project (Scholz et al., Citation2021; Sindermann, Ebner, et al., Citation2021) as well as further discussions of several authors of the present work.

Figure 1. Structure of each of the expert interviews. The five factors in part 4 were extracted from discussions of the group “Social Media” of the DiDaT project (Scholz et al., Citation2021; Sindermann, Ebner, et al., Citation2021) as well as further discussions of several authors of the present work.

Figure 2. The five suggested performance criteria of social media platforms (large circles) extracted from the six expert interviews. Each smaller circle shows one argument of one expert. For that, each color and each line type indicate one expert (nr. 1 = purple and no line, nr. 2 = yellow and dotted line with view dots, nr. 3 = red and dotted line with more dots, nr. 4 = green and dotted line with many dots, nr. 5 = blue and dashed line, nr. 6 = grey and solid line).

Figure 2. The five suggested performance criteria of social media platforms (large circles) extracted from the six expert interviews. Each smaller circle shows one argument of one expert. For that, each color and each line type indicate one expert (nr. 1 = purple and no line, nr. 2 = yellow and dotted line with view dots, nr. 3 = red and dotted line with more dots, nr. 4 = green and dotted line with many dots, nr. 5 = blue and dashed line, nr. 6 = grey and solid line).

Figure 3. Possible modifications to social media put forward by the experts interviewed for the present work.

Figure 3. Possible modifications to social media put forward by the experts interviewed for the present work.

Table 1. Description of expert interviewees.

Appendix Table 1: Keywords used to add a statement of an expert to one of the broader categories on performance criteria of social media platforms.

Appendix Table 2: Description of the procedure applied in the present work related to part 5 of the interviews (performance criteria) based on Merten (2013).

Appendix Table 3: Description of the procedure applied in the present work related to part 4 of the interviews (modifications and transformations) based on Merten (2013).