Understanding and predicting individual retweeting behavior: Receiver perspectives

Individual retweeting behavior plays a fundamental role in information propagation on social media. While researchers have demonstrated the benefits of individual retweeting behavior to online retailers, a largely uninvestigated issue is the mechanism of individual retweeting behavior. Drawing on the social communication theory, we develop an integrated conceptual framework to investigate this issue. An analysis of a panel dataset, which consists of 440 valid users from Twitter.com across six years, indicates that all the major components of a social communication process have significant impacts on individual retweeting decision: (1) information source (e.g., source trustworthiness), (2) information richness of the stimuli (3) information receiver's topical preference, (4) relationship between the source and the receiver (e.g., social tie strength), and (5) contextual factors (e.g., bandwagon effect). Among them, social tie strength and topical relevance with the receiver are the most important factors, followed by information richness of the stimuli and bandwagon effect. However, information source-related factors have trivial impacts on individual retweeting decision. We reevaluate the ranking using multiple feature selection methods and confirm the ranking result. Prediction performance is carried out between the salient features and the full feature set. Finally, we discuss important implications for practice and future research directions.     

Antecedents and consequences of trust in a social media brand: A cross-cultural study of Twitter

This study extends brand relationship theory to the context of the microblogging platform Twitter. The authors investigate the impact of Twitter trust on users’ intentions to continue using the platform and to “follow” brands that are hosted on Twitter (the trust transfer phenomenon). They also explore the role of perceived self-Twitter personality match in strengthening trust towards the Twitter brand. A cross-cultural American–Ukrainian sample allows to identify potential culture-based differences in brand personality and brand trust concepts. The results show that the positive effect of trust in Twitter on its users’ patronage intentions is robust across two cultures with diverse history and ideology. An important novel finding is the influence of trust in Twitter on patronage intentions towards the businesses hosted on Twitter. However, this relationship reaches statistical significance only in the Ukrainian sample, signaling potential differences in the trust transfer processes in different cultures. The study confirms the role of similarity in personality traits between Twitter users and the Twitter brand in engendering trust in Twitter. The salience of different personality traits in the “personality match – Twitter trust” link for different cultures suggests important implications for global marketers.     

Modeling individual trust development in computer mediated collaboration: A comparison of approaches

This research models and investigates individual trust development over time in computer mediated collaboration. Risk, benefit, utility value, effort, power and interest are six factors that influence individual trust development. This paper introduces two new approaches, the scale balance model and the trust spider diagram, to help model and investigate individual trust development over time. A 2 year longitudinal case study is used to investigate individual trust development based on a yearlong student project. 16 student groups participated in the computer mediated collaboration. Survey data were collected at three points throughout the project year and the results are analyzed using the two approaches. Interviews were also conducted at the end of the project. In this research, interesting findings, such as some dynamic features, are revealed by using the methods. Each approach to analyzing individual trust development has its strengths and weaknesses, and using the two together has the benefit of mitigating some weaknesses and combining the strengths. Analyzing trust development over time contributes to enhance computer mediated collaboration in both theoretical research and practical application.     

Intuition,risk, and the formation of online trust

Understanding how consumers evaluate website trustworthiness is a critical factor for online vendors. The dominant view espouses a deliberative trust formation process whereby shoppers evaluate security certificates, return policies, user feedback and the like, implying a highly rational underlying trust calculus. In this paper we use a laboratory experiment to explore an alternative perspective, based on the non-rational associative reasoning approach. Our findings show that when faced with a no-risk hypothetical decision about whether or not they would purchase a book from an online bookseller, subjects’ decision-making processes were indeed consistent with the dominant deliberative view. However, when confronted with a decision entailing risk (i.e., sharing sensitive personal information with an unknown website), subjects became reliant on their non-rational, gut-level intuition. We adopt a dual-process reasoning theory to make sense of these findings, and recommend that vendors take into account associative reasoning factors when designing online interfaces. Future research directions are provided.     

Understanding the privacy behavior of adolescents on Facebook: The role of peers,popularity and trust

We study whether peer influence processes, popularity and trust predict privacy settings on Facebook. We use large-scale survey data from 3434 Dutch adolescents combined with observed privacy behavior on Facebook. The findings show that peer influence processes play a role and that adolescents imitate the privacy settings of their peers in the classroom. Such imitation processes are particularly pronounced for highly connected classrooms. The results show that more popular adolescents in the classroom are more likely to publicly display their Facebook profiles. Furthermore, we find that low-trust groups (ethnic minorities, lower educated and younger adolescents, and girls) more frequently opt for private Facebook profiles.     

Service co-creation in social media: An extension of the theory of planned behavior

Social media have become a major channel through which consumers interact with firms and other consumers. This paper examines the factors that drive consumers to co-create in social media and proposes a theoretical model that extends the theory of planned behavior to include perceived usefulness as a key antecedent of consumer attitudes toward co-creation in social media. The model was tested using responses from 743 Chinese consumers. Results of structural equation modeling confirmed that perceived usefulness was an antecedent of consumer attitudes toward co-creation in social media. The relationship between perceived usefulness and customer attitudes toward co-creation was moderated by the level of consumer involvement, and that relationship was found to be more salient for a high rather than a low level of consumer involvement. Practical and theoretical implications are given.     

Thor visits Lexington: Exploration of the knowledge-sharing gap and risk management learning in social media during multiple winter storms

During crises and other extreme weather events citizens need instructional information in order to learn about risks and take protective action. Social media are being increasingly utilized in crisis situations for information seeking and acquisition. The current study explores the difference between the amount of instructional information that is catalogued on public safety websites and the amount of instructional information that is shared through the Twitter accounts of the representative safety organizations during multiple winter storms. Because of the repetitive nature (two major storms only weeks apart) of the 2015 winter storms in Lexington, KY, the difference in information sharing between storms was also explored. An analysis of 400 tweets and the respective websites of public safety organizations found a sizable knowledge-sharing gap within some organizations, and that instructional communication decreased during the second storm even though the second storm was more severe. Practical suggestions are offered for emergency managers and practitioners.     

Exploring extreme events on social media: A comparison of user reposting/retweeting behaviors on Twitter and Weibo

Although recent research suggests that Twitter and other forms of micro-blogging are becoming increasingly relied upon by both the public and response agencies dealing with crises and disasters, little is known about how these dynamics may play out in a non-Western context. The current study examines the use of the Chinese Weibo service during a 2013 smog emergency, and compares user generated content to that found in earlier data concerning a weather event in North America. The results indicate that by way of comparison, the Weibo sample contained proportionately similar degrees of informative and affective content, but that users were less likely to use humor and showed no increase in affective outpouring as the crisis developed. Results are discussed in terms of implications for those designing social media campaigns for informing and motivating those affected by large-scale weather-related crises.     

A motives framework of social media website use: A survey of young Americans

Social media is increasingly important in daily life and is an especially important social interaction mechanism for young people. Although research has been conducted evaluating user types based on motives for using social media, no such framework has been extended to social media websites. We extend previous research by evaluating the underlying structure of social media website usage motivations using a 13 item survey and evaluations from 19 different social media websites administered to 1686 young Americans. Using a multidimensional scaling approach, we uncover 2 major motive dimensions underlying social media website use: fun-related and content-specific. Based on the derived dimensions, we generate a graphical “quadrant” system for classifying social media websites and depict all 19 social media sites based on their quadrant. We propose that our quadrant system can be used by other researchers to further refine understanding of social media website usage motives.     

Understanding the use of social media by organisations for crisis communication

Many businesses have commenced using social media for crisis communication with stakeholders. However there is little guidance in literature to assist organisational crisis managers with the selection of an appropriate crisis response strategy. Traditional theories on crisis communication may not adequately represent the social media context. This study took a qualitative approach and explored organisational use of social media for crisis communication at seventeen large Australian organisations. An analysis of 15,650 Facebook and Twitter messages was conducted, drawing on the lens of Situational Crisis Communication Theory (SCCT) (Coombs & Holladay, 2002). Findings suggested that when large Australian organisations responded to crises via social media, they lacked an awareness of the potential of social media for crisis communication. Organisations often did not respond to stakeholder messages or selected crisis response strategies that may increase reputational risk. The paper contributes important understandings of organisational social media use for crisis communication. It also assists crisis managers by providing six crisis response positions and a taxonomy of social media crisis messages that stakeholders may send to organisations. Key implications are discussed.     

Understanding the impact of social media usage among organizations

This study investigates the antecedents and impact of social media usage in organizations. This study uses the technology, organization, and environment framework and includes certain antecedent factors that are specific to social media usage in organizations. The items to measure different purposes of social media usage in organizations were developed, which contribute to the enhancement of social media usage measurement. This study develops and tests an integrated model that contributes to the scholarly research on social media and information systems. The study also helps organizations to understand the benefits of social media usage and provides a justification for investments in social media by organizations.     

Crisis communication,learning and responding: Best practices in social media

As noted by Seeger (2006) the notion of best practices is often use to improve professional practice; to create research and functional recommendations to use in a specific situation. This essay describes best practices in crisis communication specifically through the use of social media. It provides suggestions and approaches for improving the effectiveness of crisis communication and learning with and between organizations, governments and citizens. Seven best practices for effective crisis communication using social media are outlined.     

Understanding compulsive social media use: The premise of complementing self-conceptions mismatch with technology

Some anecdotal accounts and research reports have suggested that obsessive social media involvement could turn into a compulsive behavior among university students. Unfortunately, the research that sheds light on the possible conditional nature of that relationship is scarce at best. Therefore, this study tries to address this issue by developing a contingency-based model and tests it using data gathered from a sample of university students. The model postulates that compulsive social media use arises due to self-awareness factors, and together they in turn predict problematic learning outcomes. It also postulates that these relationships are moderated by the influence of technological factors. The results indicate that self-esteem has a significant negative influence on compulsive social media use and that interaction anxiousness has a significant positive influence on the same. The results also reveal that only compulsive social media use has a significant direct influence on problematic learning outcomes; and that social media complementarity plays a moderating role in the model. We discuss the implications of these findings for research and practice.     

Perpetuating online sexism offline: Anonymity,interactivity, and the effects of sexist hashtags on social media

Sexism and sexual harassment are not uncommon in online environments such as social networking sites, forums, and video games. This experiment investigated whether users’ anonymity and level of interactivity with sexist content on social media influenced sexist attitudes and offline behavior. Participants (N = 172) used a Twitter account that was anonymous or had personally identifying details. They were asked to share (i.e., retweet) or write posts incorporating a sexist hashtag. After exposure, participants completed two purportedly unrelated tasks, a survey and a job hiring simulation in which they evaluated male and female candidates’ resumés. Anonymous participants reported greater hostile sexism after tweeting than nonanonymous participants. Participants who composed sexist tweets reported greater hostile sexism and ranked female job candidates as less competent than those who retweeted, although this did not significantly affect their likelihood to hire.     

Herd behavior in social media: The role of Facebook likes,strength of ties,and expertise

When do social media users click on sponsored content or intend to visit the website at a later time? A qualitative comparative analysis (QCA) using arguments based on herd theory, strength of ties, and social distance shows that only “likes” from socially close and knowledgeable users can consistently generate click-through or view-through intentions. Considering social tie strength in a herd behavior context, the analysis of sufficient configurations for click- and view-through intentions provides a nuanced perspective on social media user behavior and social influence. For instance, click-through intention requires observing a “like” from a close person, while view-through intentions can also develop after observing “likes” from less close acquaintances, yet in the last case only if the user assumes the acquaintance is better informed regarding the sponsored content. In addition, a “like” from a close friend deemed better informed can even make a user click on a sponsored content that was not considered valuable before.     

An assessment of equivalence between paper and social media surveys: The role of social desirability and satisficing

Investigation of the underlying mechanisms responsible for measurement variance has received little attention. The primary objective of this study is to examine whether paper and social media surveys produce convergent results and investigate the underlying psychological mechanisms for the potential measurement nonequivalence. Particularly, we explored the role of social desirability and satisficing on the measurement results. We collected data via five different survey modes, including paper survey, ad hoc Web survey, online forum (message boards)-based, SNS-based and microblog-based surveys. The findings show that socially desirable responding does not lead to inconsistent results. Rather we found that satisficing causes inconsistent results in paper versus online surveys. Sociability reduces the possibility of engaging in satisficing that results in inconsistent results between traditional Web surveys and social media-based Web surveys.     

Demographic and psychosocial variables associated with good and bad perceptions of social media use

Social Exchange Theory suggests that adults evaluate good and bad consequences of social relationships they experience, so the present study expected them to also report good and bad perceptions of social media, with perceptions varying according to demographic and psychosocial characteristics. Study participants included 201 working adults (74.6% women; 90.0% Caucasian; mean age = 44.8 years) who completed online surveys to report demographics (gender, age, children, work hours, health problems), psychosocial variables (anger, self-esteem, job satisfaction, family support, friend support), and perceptions of good and bad consequences of using social media. ANCOVAs to examine demographic variables revealed that good perceptions of social media were most reported by younger individuals, and bad perceptions of social media were reported most by younger individuals and those with health problems. Multiple regression analyses to examine psychosocial variables revealed that good perceptions of social media were reported most by angry individuals with strong friend support, and bad perceptions of social media were reported most by angry individuals with low self-esteem. One interpretation of present results is that individuals use social media as a coping behavior to release anger and gather social support, although it may also produce social criticism, feeling left out, and reduced self-esteem.