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Erschienen in:

2020 | OriginalPaper | Buchkapitel

6. Moderating Effect of Individual Retweeting Behavior on SNS

verfasst von : Juan Shi, Kin Keung Lai, Gang Chen

Erschienen in: Individual Retweeting Behavior on Social Networking Sites

Verlag: Springer Singapore

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Abstract

Nowadays, companies are increasingly utilizing customized advertising on social networking sites. By connecting advertisements with customers’ favorite idols, music, topics etc., companies hope individuals will dwell on the information and share it with others. We claim that individuals should be given different considerations as different groups have distinct retweeting responses to customized advertising. In this chapter, we examine factors which moderate the relationship between topical relevance of online content and individual retweeting behavior, including characteristics of tweets and individuals, and interpersonal relationships. This research is the first to employ the Elaboration-Likelihood Model to study three types of moderators in individual retweeting behavior on SNS. The results reveal that an in-depth investigation of the relationship between topical relevance of a message and individual retweeting behavior is necessary and important. We also confirm that the hierarchical linear model has several advantages over previous models employed to study individual retweeting behavior on SNS.

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Vorheriges Kapitel Direct Effect and Mediating Effect of Individual Retweeting Behavior on SNS

Nächstes Kapitel Conclusion and Discussion

Since the range of Toprele is [0,1), the granularity will be too coarse if we increase topical relevance by one unit. Similar logic applies to Tophomo.

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Titel: Moderating Effect of Individual Retweeting Behavior on SNS
verfasst von: Juan Shi
Kin Keung Lai
Gang Chen
Verlag: Springer Singapore
Buch: Individual Retweeting Behavior on Social Networking Sites
Print ISBN: 978-981-15-7375-0

Electronic ISBN: 978-981-15-7376-7

Copyright-Jahr: 2020
DOI: https://doi.org/10.1007/978-981-15-7376-7_6