You process content and I process context: Cross-platform divergence of retweetability between Twitter and Weibo
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AbstractStarting with a brief introduction of microblogging and retweeting, this study was dedicated to examining the cross-platform divergence between Twitter and Sina Weibo in users’ retweeting behaviors. With a heuristic-analytic information processing model of retweeting proposed on the basis of dual-process theory, this study will rationalize the cross-platform comparison by introducing user-centered cross-cultural cognitive differences. Then an operational framework consisting of content factors and contextual factors, and the RDS sampling method will be adopted to specify the analytical design. Results of both linear regression and GLM prove that when making decisions about whether to retweet a post or not, users on Twitter are more likely to use analytic strategy based on information processing of content factors as compared to users on Weibo, who are more likely to adopt heuristic strategy based on information processing of contextual factors.
All Author(s) ListWANG Xiao
Name of ConferenceTaiwan Academy for Information Society (TAIS) 2016 Conference
Start Date of Conference19/11/2016
End Date of Conference19/11/2016
Place of ConferenceNational Chiao Tung University
Country/Region of ConferenceTaiwan
LanguagesEnglish-United States
KeywordsMicroblogging, Twitter, Weibo, retweetability, dual-process theory, heuristic-analytic model

Last updated on 2018-18-01 at 17:57