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The purpose of this research is to investigate the usage characteristics and the information propagation patterns of Chinese microblogs in different stages of an epidemic, given that the microblogging in China is different from other parts of the world. In addition, the authors aim to conceptualize the roles of different users and provide insights for using microblogging platforms to disseminate information in this context.

The authors conducted an analysis on Sina Weibo microblogs about the African Swine Fever epidemic from August to October 2018. The authors firstly applied a label propagation algorithm to classify users into government, media, verified users and nonverified users. The authors analyzed several user metrics, traced the information propagation patterns of their microblogs and calculated the average speed of information propagation using computational approaches.

The authors’ findings show that different types of users played different roles, such as supplying information, amplifying information, relaying information and engaging with other users. The microblogs posted by media dominated the propagation in most cases, but general users can propagate information faster. The direction of information propagation is one-way for the majority of microblogs, and few users repost earlier information. Additionally, microblogs attract more attention at the beginning and the middle phases of an epidemic. In the context of managing epidemics, the authors recommend governments and other verified users can work together to use microblogging platforms efficiently.

This research is one of the few studies to investigate information propagation patterns of different user categories on a Chinese microblogging platform during an epidemic. The authors’ work can be used by government agencies and public health authorities for disseminating information efficiently during epidemics or emergencies, especially in the early stages.

The purpose of this paper is to present an empirical assessment of the diffusion of advertising messages on microblogging sites. The diffusion properties of advertising messages are quantified based on the following three aspects: diffusion breadth, depth, and speed. Furthermore, this study examines the influence of message- and advertiser-level factors on the diffusion of advertising messages.

The study data comprises 20,000 advertising messages that are randomly drawn from a popular microblogging web site in China. Five message-level factors and four advertiser-level factors are constructed based on the information retrieved from the microblogging web site. Generalized linear modeling is adopted to examine the effects of such factors on the diffusion properties of advertising messages.

The positive driving forces underlying the diffusion of advertising messages on microblogging sites include message length, the advertisers’ in-degrees, and their reputation. The diffusion of advertising messages is hampered by typicality, affectivity, the completeness of the information of the advertising messages, and advertisers’ out-degrees.

To achieve optimal diffusion on microblogging sites, advertisers should select the appropriate time windows for releasing advertising messages. Moreover, advertisers should actively increase the number of fans, use less typical and less emotional words in advertising messages, and eliminate unnecessary URLs in such messages.

This study contributes to the diffusion theory by identifying the mixed effects of different information attributes on the diffusion of advertising messages on microblogging sites, and examining the roles of advertisers’ structural characteristics in the diffusion of advertising messages. Furthermore, the results illustrate how consumers cope with the advertisers’ sales presentations on microblogging sites.

Microblog has become an important tool of social marketing since 2010. Compared with traditional blog, microblog has several distinctive features, such as ease of use, viral transmission, high interactivity and real-time communication. Microblog provides a communication platform for companies and consumers; however, it challenges companies’ consumer-brand relationship management. The purpose of this paper is to investigate the influencing mechanism of microblog interaction tactics on consumer-brand relationship.

Based on grounded theory, 66 representative companies’ posts on Weibo are collected, with 1,395 company posts and 5,959 following posts. An influence mechanism model of company microblog interaction tactics on consumer-brand relationship is proposed, then the saturation level of this mechanism is tested.

Results show that: first, companies adopt two types of tactics in microblog interaction: social interaction and task-oriented interaction; second, microblog interaction arises consumers’ emotional response and cognition toward specific brand and eventually influences consumer-brand relationship. Consumers’ emotional response includes pleasure and arousal, brand cognition includes perceived quality, perceived relatedness with companies and brand resonance; third, the influence mechanism differs among different consumer knowledge level, industry and brand awareness.

This study provides insight into the use of microblog interaction tactics. Companies may cross-use social interaction and task-oriented interaction tactics to enhance consumer-brand relationship. Companies need to produce microblog content based on the interests of consumers and further establish and improve fan feedback mechanism.

This paper constructs a model of the influence of company microblog interaction tactics on consumers. This study finds that co-creation activities initiated by companies are the new tactics to attract consumers on microblog. The finding adds new knowledge to the literature of company consumer interaction and provides a theoretical basis for the practice of microblog marketing.

Customers have high expectations that company representatives contacted online will go out of their way to be helpful. One type of social media that may be particularly useful as a customer relationship management (CRM) tool is microblogging platforms such as Twitter. The purpose of this paper is to look at the impact of perceived helpfulness of customer representative microblog responses on people's perceptions of brand trust, brand benevolence, brand attitudes and intentions to try or purchase a brand.

A field experiment was conducted to manipulate three variables: type of helpfulness response (empathetic or problem‐solving), amount of helpfulness (less or more helpful), and interface in which responses were viewed (branded, Google, or Twitter).

The interaction between type of helpfulness and amount of helpfulness led to greater perceptions of company trustworthiness and benevolence when there were many problem‐solving responses than when there were few, but the number of empathetic postings did not reveal this same pattern. Furthermore, attitudes towards the brand were greater when there were many problem‐solving postings than when there were few problem‐solving postings, and lower when there were many empathetic postings than when there were few empathetic postings.

Marketers must think carefully about whether they have the necessary resources to successfully engage consumers on microblogs. This paper found that simply acknowledging that a problem exists is not the level of engagement that consumers expect. Thus, companies that cannot afford to monitor microblogs for signs of consumer distress and then respond to consumers' problems are advised to not publicly respond in purely empathetic ways.

Drawing upon the theory of planned behavior (TPB) and the self-regulation framework, the purpose of this paper is to investigate whether and how factors for social media continuance behaviors work differently between social networking sites and microblogging.

A survey method was used to collect two samples of 557 social networking sites users and 568 microblogging users. The proposed research model was tested with the structural equation modeling technique.

The empirical results demonstrate that the impacts of influencing factors on users’ continuance behaviors vary by types of social media services. Information sharing has a stronger impact on microblog users’ satisfaction than social network users while social interaction has a stronger impact on satisfaction for social network users than microblog users. In addition, interpersonal influence is more effective in shaping satisfaction for the social network users while media influence is more effective in shaping satisfaction for the microblog users.

This is one of the first studies that integrate TPB with Bagozzi’s self-regulation framework to understand the behavioral model of social networking and microblogging continuance. The findings show that the impacts of attitudinal beliefs regarding information sharing and social interaction on social media users’ satisfaction are different across social networking and microblogging contexts. Moreover, this study also reveals different effects of two specific subjective norms – interpersonal and media influence – on continued use of social networking and microblogging.

Expressional anomie (e.g. obscene words) can hinder communications and even obstruct improvements of national literacy. Meanwhile, the borderless and rapid transmission of the internet has exacerbated the influences. Hence, the purpose of this paper is detecting online anomic expression automatically and analyzing dynamic evolution processes of expressional anomie, so as to reveal multidimensional status of expressional anomie.

This paper conducted expressional anomie analysis via fine-grained microblog mining. Specifically, anomic microblogs and their anomic types were identified via a supervised classification method. Then, the evolutions of expressional anomie were analyzed, and impacts of users’ characteristics on the evolution process were mined. Finally, expressional anomie characteristics and evolution trends were obtained.

Empirical results on microblogs indicate that more effective and diversified measures need to be used to address the current large-scale anomie in expression. Moreover, measures should be tailored to individuals and local conditions.

To the best of the authors’ knowledge, it is the first research to mine evolutions of expressional anomie automatically in social media. It may discover more continuous and universal rules of expressional anomie, so as to optimize the online expression environment.

The purpose of this paper is to explore the factors affecting users’ continuous microblog usage intention. In recent years, the number of microblog users has gradually declined. This research can reveal microblog users’ needs and provide the improvement direction of microblog services.

By integrating Wixom and Todd’s theoretical framework, the Uses and Gratifications Theory and the DeLone and McLean Information System Success Model, a conceptual model is proposed. In this model, gratification is defined as a kind of behavioral attitude, and satisfaction is viewed as an object-based attitude. The survey data were collected online and analyzed using the partial least squares method.

The results suggest that users’ continuance intention (behavioral intention) is jointly determined by users’ gratification (behavioral-based attitude) and their habitual microblog usage behavior. Likewise, gratification is positively affected by satisfaction (object-based attitude) which is a joint function of system quality and information quality (object-based beliefs).

In this research, Wixom and Todd’s principle is applied as the basic theoretical framework; gratification is viewed as a behavior attitude and user satisfaction is identified as an object-based attitude. This research model is a new lens for continuance usage research.

This study aims to analyse the basic status of application of social networking sites (SNSs) in Chinese university libraries and explore the relationship between microblog and the output of scientific research achievements in universities. This study suggests methods for improving the efficiency of SNS use in university libraries and promotes scientific research achievements and social services in universities.

Online survey and statistical analysis were conducted to collect the number and types of SNSs used by 112 libraries in Chinese universities under the “211 project”. This study used microblog as an example and analysed the distribution of SNS use in different types of university libraries. Correlation analysis and multiple regression analysis were used to analyse the factors related to microblogs, such as number of followings, followers, posts and published articles.

SNSs changed the information utilization behaviour of users. Survey results show that an increasing number of university libraries are using SNSs. These sites are mainly microblogs and WeChat. The proportion of the number of SNSs applied by comprehensive universities and science and technology universities was higher than that of other types of universities. Results of multiple regression analysis using microblogs showed that the number of followers has a significantly positive effect on the number of published articles of the university.

This study has three main limitations. First, data collection is incomplete, which easily causes the error of analysis results. Second, the overall status of SNS use in libraries is lacking in accurate understanding, which indicates limitations in terms of the analysis and conclusion. Finally, the research scope was narrow and only studied the situation of libraries using microblogs. Future research should focus on the data collection and sorting, make comparative studies of different periods of data, conduct cultural studies on the user usage perspective and conduct research on the application of different social network platforms in libraries.

The use of SNSs has brought new challenges and opportunities to university libraries because of rapid development of the internet and the scale of expansion microblogs. Moreover, microblogs have become an important platform of university libraries for self-promotion and marketing. This study proposes methods and measures for promoting the SNS popularity of university libraries, enhancing their content and increasing the role of SNSs in their interaction.

Statistical analysis was conducted to analyse the status of SNS use in university libraries and the data of SNS use in different types of universities. Effective measures were offered to address the issues found in the study. The results confirmed that the number of followers has a significantly positive effect on the number of published articles of the university, which could improve the enthusiasm of university libraries in using SNS, enhance the efficiency of information service and strengthen the use awareness of the teachers and students.

The purpose of this study is to investigate airline users' microblog postings pertaining to their travel‐related information exchange so as to assess their wants, preferences and feedback about airline products and services. Examining such real‐time information exchange is important as users rely on this for various purposes such as seeking help and evaluating the airline services before purchasing.

This study uses Twitter, a popular microblog service. An analysis of 8,978 postings that mention three specific airlines – i.e. Malaysia Airlines, Jet Blue and Southwest – as well as 260 airline postings on their official Twitter accounts is undertaken. The types of postings were ascertained via content analysis. Additionally, the postings were also analyzed to uncover types of communication exchanges between airlines and their users.

The findings suggest that microblogs were primarily used to share compliments, while airlines used microblogs mainly for marketing. Other uses such as sharing general information, asking questions and providing personal updates were also uncovered. Additionally, a high number of attention‐seeking postings were found that highlighted user issues and concerns. Further, the airlines being studied did not appear to be as responsive to users' postings as expected.

The findings broaden the understanding of what users frequently discuss on microblogs when they communicate about airlines. Next, this study indicates that users adopt microblogs to offer recommendations and share their concerns so that their communication can reach airlines in near real‐time. Moreover, this study also suggests that airlines could incorporate this medium for customer relationship management to better meet the needs of their customers.

Considering the popularity and addictive attributes of microblogging, the purpose of this paper is to explore the key drivers of the microblogging addiction tendency, and to investigate the causal relationship between microblogging usage and addiction tendency through the lens of the uses and gratifications (U&G) theory.

By extending the U&G theory to accommodate the negative consequences of gratification, a research model that explains the relationships among microblogging use, gratification and addiction tendency was developed and empirically examined based on the data collected from 520 microblogging users in China.

The results showed that different types of microblogging use lead to different categories of gratification to different extents, while different categories of gratification play different roles in determining the level of addiction tendency. Specifically, the effect of content gratification on addiction is marginal, while social gratification has significant effects on all dimensions of addiction tendency.

The present study has both theoretical and practical implications. From a theoretical perspective, unlike many previous studies applied the U&G theory to explore the positive outcomes of media uses, this paper extends the U&G by including addiction tendency as a negative psychological outcome of U&G., resulting a research framework (use-gratification-addiction framework). Meanwhile, this paper contributes to the extending literature by examining the constructs of U&G at a granular level and investigated the causal relationship between “uses” and “gratifications.”