Individual Retweeting Behavior on Social Networking Sites
A Study on Individual Information Disseminating Behavior on Social Networking Sites
(Sprache: Englisch)
This book explores and analyzes influential predictors and the underlying mechanisms of individual content sharing/retweeting behavior on social networking sites (SNS) from an empirical perspective. Since Individual content sharing/ retweeting behavior...
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This book explores and analyzes influential predictors and the underlying mechanisms of individual content sharing/retweeting behavior on social networking sites (SNS) from an empirical perspective. Since Individual content sharing/ retweeting behavior expedites information dissemination, it is a critical mechanism of information diffusion on Twitter. Individual sharing/retweeting behavior does not appear to happen randomly. So, what factors lead to individual information dissemination behavior? What are the dominating predictors? How does the recipient make retweeting decisions? How do these influential predictors combine and by what mechanism do they influence an individual's retweeting decisions? Furthermore, are there any differences in the process of individual retweeting decisions? If so, what causes such differences? In order to answer these previously unexplored questions and gain a holistic view of individual retweeting behavior, the authors examined people's retweeting history on Twitter and obtained a real dataset containing more than 60 million Twitter posts. They then employed text mining and natural language processing techniques to extract useful information from social media content, and used various feature selection methods to identify a subset of salient features that have substantial effects on individual retweeting behavior. Lastly, they applied the Elaboration Likelihood Model to build an overarching theoretical framework to reveal the underlying mechanisms of individual retweeting behavior. Given its scope, this book will appeal to researchers interested in investigating information dissemination on social media, as well as to marketers and administrators who plan to use social networking sites as an important avenue for information dissemination.
Inhaltsverzeichnis zu „Individual Retweeting Behavior on Social Networking Sites “
1. Introduction.- 2. Research Background and Research Questions.- 3. Literature Review and Theoretical Foundation.- 4. Research Scheme Design.- 5. Dominating Factors Affecting Individual Retweeting Behavior.- 6. Direct Effect and Mediating Effect of Individual RetweetingBehavior on SNS.- 7. Moderating Effect of Individual Retweeting Behavior on SNS.- 8. Conclusion and Discussion.
Autoren-Porträt von Juan Shi, Kin Keung Lai, Gang Chen
Juan Shi received her Ph.D. from Xi'an Jiaotong University and City University of Hong Kong in 2018, and is currently a Lecturer at the International Business School at Shaanxi Normal University, China. Her research focuses on social networks, consumer behavior and smart tourism, etc. She has published articles in Applied Soft Computing, Internet Research, and Information Technology and Management. She is the leader of the Xi'an Social Science Fund project (Grant No.WL108) ,the Fundamental Research Funds project for the Central Universities (Grant No. 19SZYB28) and Natural Science Basic Research Program of Shaanxi (Program No. 2020JQ-427).
Bibliographische Angaben
- Autoren: Juan Shi , Kin Keung Lai , Gang Chen
- 2020, 1st ed. 2020, XVII, 132 Seiten, 20 farbige Abbildungen, Maße: 15,5 x 23,5 cm, Gebunden, Englisch
- Verlag: Springer, Berlin
- ISBN-10: 9811573751
- ISBN-13: 9789811573750
Sprache:
Englisch
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