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Title: Celebrity and ordinary users: A comparative study of microblog user behaviors on Sina Weibo
Author: LIU Xingjun1,2,3; WANG Weijun2,3; WU Jinke1
Source: Chinese Journal of Library and Information Science
Issued Date: 2015-06-27
Volume: 8, Issue:2, Pages:83-95
Keyword: Microblog ; Information dissemination ; Behavior characteristics ; Empirical study
Subject: 新闻学与传播学 ; 图书馆、情报与文献学
Indexed Type: 其他
Corresponding Author: Xingjun Liu (E-mail: lxj@hbue.edu.cn).
DOC Type: Research Papers
Abstract: Purpose: This study aims to investigate and compare celebrity and ordinary users' behaviors on Sina Weibo.


Design/methodology/approach: Data was collected from 12,555 ordinary users and 2,467 celebrity users on Sina Weibo. Correlation and regression analysis was performed on users' number of followings, number of followers and number of posts.


Findings: The results revealed significant difference between famous and ordinary users' behaviors on Sina Weibo. We found correlation among ordinary users' number of followings, number of followers and number of posts, but for celebrity users, only their number of followings and number of posts are related with each other. For both ordinary and celebrity users, their number of followings significantly affects how many posts they publish.


Research limitations: We only carried out our investigation on Sina Weibo and the findings need to be further verified on other microblogging platforms.


Practical implications: This research is useful for microblogging service providers to understand different types of users and promote the continuous use of their services.

Originality/value: This research delivers valuable insights into understanding of the characteristics of different types of microbloggers and the ways to increase user viscosity.
English Abstract: Purpose: This study aims to investigate and compare celebrity and ordinary users' behaviors on Sina Weibo.


Design/methodology/approach: Data was collected from 12,555 ordinary users and 2,467 celebrity users on Sina Weibo. Correlation and regression analysis was performed on users' number of followings, number of followers and number of posts.


Findings: The results revealed significant difference between famous and ordinary users' behaviors on Sina Weibo. We found correlation among ordinary users' number of followings, number of followers and number of posts, but for celebrity users, only their number of followings and number of posts are related with each other. For both ordinary and celebrity users, their number of followings significantly affects how many posts they publish.


Research limitations: We only carried out our investigation on Sina Weibo and the findings need to be further verified on other microblogging platforms.


Practical implications: This research is useful for microblogging service providers to understand different types of users and promote the continuous use of their services.

Originality/value: This research delivers valuable insights into understanding of the characteristics of different types of microbloggers and the ways to increase user viscosity.
Related URLs: 查看原文
Language: 英语
Content Type: 期刊论文
URI: http://ir.las.ac.cn/handle/12502/7812
Appears in Collections:Chinese Journal of Library and Information Science-2015_期刊论文

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description.institution: 1.School of Information Management, Hubei University of Economics, Wuhan 430205, China
2.School of Information Management, Central China Normal University, Wuhan 430079, China
3.Key Laboratory of Adolescent Cyberpsychology and Behavior of CCNU affiliated with the Ministry of Education, Wuhan 430079, China

Recommended Citation:
LIU Xingjun,WANG Weijun,WU Jinke. Celebrity and ordinary users: A comparative study of microblog user behaviors on Sina Weibo[J]. Chinese Journal of Library and Information Science,2015,8(2):83-95.
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