User satisfaction with microblogging : Information dissemination versus social networking

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review

32 Scopus Citations
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Original languageEnglish
Pages (from-to)56-70
Journal / PublicationJournal of the Association for Information Science and Technology
Volume67
Issue number1
Early online date21 Apr 2015
Publication statusPublished - Jan 2016

Abstract

Microblogging is growing in popularity and significance. Although many researchers have attempted to explain why and how people use this new medium, previous studies have produced relatively inconclusive results. For instance, in most of these studies, microblogging has been considered a social networking activity; however, quantitative analyses of microblogging usage have shown that people use microblogging as an information-broadcasting platform. In this study, we identified the factors that drive microblogging and which of them lead to user satisfaction. We developed a theoretical framework and then empirically validated the factors and the emergent mechanisms (value evaluation processes). We empirically tested our research model using a sample of 230 microbloggers, and the results showed that content and technology gratifications are the two key factors that drive user satisfaction with microblogging. That is, it is the value of information dissemination rather than social networking that makes people feel satisfied with the use of microblogging. We believe that this study will generate interest among researchers in social media. The results also provide platform administrators with insights into how people use microblogging and why they are satisfied with the technology.

Research Area(s)

  • information dissemination, social networking, user satisfaction