Individual Retweeting Behavior on Social Networking Sites: A Study on Individual Information Disseminating Behavior on Social Networking Sites 9811573751, 9789811573750

Table of contents :
Preface
Acknowledgements
Contents
Acronyms
1 Introduction
1.1 Research Background and Research Questions
1.1.1 Research Background
1.1.2 Research Questions
1.2 Research Significance
1.2.1 Theoretical Significance
1.2.2 Practical Significance
1.3 Research Content and Technical Route
1.3.1 Research Content
1.3.2 Structure of the Monograph
1.3.3 Technical Route
1.4 Main Innovation and Contributions
References
2 Literature Review and Theoretical Foundation
2.1 Introduction
2.2 Definition of Concepts
2.2.1 Social Networking Sites
2.2.2 Twitter
2.2.3 Tweet
2.2.4 User's Behavior on SNS
2.3 Explanation-Oriented Studies on Individual Retweeting Behavior
2.3.1 Research Emphasizing the Information Carrier
2.3.2 Research Emphasizing both the Information Source and the Information Carrier
2.3.3 Research Emphasizing Individual Preferences
2.3.4 Research Emphasizing Relationships
2.4 Prediction-Oriented Studies on Individual Retweeting Behavior
2.5 Theoretical Foundation
2.5.1 The Elaboration-Likelihood Model
2.5.2 Why Using ELM in the Current Research
2.6 Commentary on Related Literature
References
3 Research Scheme Design
3.1 Introduction
3.2 A Conceptual Framework of Individual Retweeting Behavior on SNS
3.2.1 Analyzing Factors on the Central Route
3.2.2 Analyzing Factors on the Peripheral Route
3.2.3 The Mediating Role of Social Tie Strength
3.2.4 Analyzing Moderators on the Central Route
3.3 Method
3.3.1 Data Collection
3.3.2 Measure
3.3.3 Data Analysis Methods
3.4 Conclusion
References
4 Dominating Factors Affecting Individual Retweeting Behavior
4.1 Introduction
4.2 Verification of the Non-randomness of Individual Retweeting Behavior
4.2.1 Verification from Social Interaction Perspective
4.2.2 Verification from Topical Perspective
4.3 Ranking Factors Affecting Individual Retweeting Behavior—An Example
4.3.1 A Highly Discriminating Feature: Topic_distance
4.3.2 Ranking Factors on a Specific User
4.4 Ranking Factors on a Large Sample
4.4.1 Feature Selection Using Filter Models on a Large Sample
4.4.2 Feature Selection Using Hybrid Model on a Large Sample
4.4.3 Feature Selection Using Other Method on a Large Sample
4.4.4 Analysis of Feature Selection Results
4.5 Prediction Performance of Salient Factors
4.6 Conclusion and Discussion
References
5 Direct Effect and Mediating Effect of Individual Retweeting Behavior on SNS
5.1 Introduction
5.2 Data Pre-processing and Descriptive Analysis
5.3 Methodology
5.4 Results
5.4.1 Hypotheses Test of Factors on the Central Route
5.4.2 Hypotheses Test of Factors on the Peripheral Route
5.4.3 Hypotheses Test of the Mediating Effect
5.4.4 Ranking of Factors
5.5 Understanding Users with Different Retweeting Behavior
5.6 Conclusion and Discussion
References
6 Moderating Effect of Individual Retweeting Behavior on SNS
6.1 Introduction
6.2 Data Pre-processing and Descriptive Analysis
6.3 Methodology
6.4 Results
6.4.1 Hypotheses Test of Moderating Factors—Individual Characteristics
6.4.2 Hypotheses Test of Moderating Factors—Interpersonal Relationships
6.4.3 Hypotheses Test of Moderating Factors—Tweet Characteristics
6.4.4 Model Diagnostics: Individual Heterogeneity
6.4.5 Robustness Test
6.5 Conclusion and Discussion
References
7 Conclusion and Discussion
7.1 Summary of Findings
7.2 Contribution and Implications
7.2.1 Implications for Research
7.2.2 Managerial Contribution
7.3 Limitations
7.4 Directions for Future Research
References