Moderating Effect of Individual Retweeting Behavior on SNS
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 o
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Individual Retweeting Behavior on Social Networking Sites A Study on Individual Information Disseminating Behavior on Social Networking Sites
Individual Retweeting Behavior on Social Networking Sites
Juan Shi Kin Keung Lai Gang Chen •
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Individual Retweeting Behavior on Social Networking Sites A Study on Individual Information Disseminating Behavior on Social Networking Sites
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Juan Shi International Business School Shaanxi Normal University Xi’an, Shanxi, China
Kin Keung Lai College of Economics Shenzhen University Shenzhen, Guangdong, China
Gang Chen Beijing Sankuai Online Technology Co Ltd Beijing, China
ISBN 978-981-15-7375-0 ISBN 978-981-15-7376-7 https://doi.org/10.1007/978-981-15-7376-7
(eBook)
© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2020 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Singapore Pte Ltd. The registered company address is: 152 Beach Road, #21-01/04 Gateway East, Singapore 189721, Singapore
For my husband Chen Gang and sweet heart son Chen Chen. Juan Shi
Preface
The development of information technology and emergence of Social Networking Sites (SNS) have changed the way information is created, transmitted, and consumed. Every SNS user can report what happened around them at the first time, analyze, recommend, and comment on news anywhere and anytime. Besides, they can retweet (also called forward, share or disseminate in this monograph) any post as they like. As a result, SNS not only decentralizes information production and consumption, but also expedites information dissemination through interpersonal interactions such as the retweeting behavior. Actually, individual retweeting behavior plays a pivotal role in information diffusion on social network
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