Impact of Self-Interest, Peer Influence and Global Popularity on Blogging Activities

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)33_Other conference paperNot applicablepeer-review

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Detail(s)

Original languageEnglish
Publication statusPresented - 28 May 2018

Conference

Title68th Annual Conference of the International Communication Association : Voices (ICA18)
LocationHilton Prague Hotel
PlaceCzech Republic
CityPrague
Period24 - 28 May 2018

Abstract

Previous studies explained users’ online information exposure from three basic perspectives: self-interest, peer influence and global popularity (Knobloch-Westerwick & Meng, 2009; Wang, 2014; Winter & Krämer, 2012). However, there’s still no clear answer about the dominance of the three mechanisms on information exposure. This study, using the clickstream dataset of CSDN.net, aimed to compare the effect size of these three motivations on user’ selective exposure. Furthermore, this study also paid attention to the further steps of information consumptions: continuous consumption after the first-time exposure and consumption activity types (browsing only, or having interactions with messages such as commenting, thumb-up, thumb-down, favorites, etc.). Finally, we found that peer influence was the most dominant factor that facilitated users to browse a blog, among these three mechanisms. Self-interest did not have a significant impact on user’s continuous consumption decision. In addition, among the three, only global popularity showcased strong explanatory power for decision on consumption types as browse only or with interactions.

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Citation Format(s)

Impact of Self-Interest, Peer Influence and Global Popularity on Blogging Activities. / Guan, Lu; ZHANG, Yafei; Zhu, Jonathan J. H.

2018. 68th Annual Conference of the International Communication Association : Voices (ICA18), Prague, Czech Republic.

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)33_Other conference paperNot applicablepeer-review