Evaluating the determinants of User’s Adoption of Social Media Advertising : Focus on SINA Weibo

2019 ◽  
Vol 19 (2) ◽  
pp. 19-46
Author(s):  
Nan An ◽  
Il-Sang Go ◽  
Min Qu
Keyword(s):  
Social Media ◽  
Sina Weibo ◽  
Social Media Advertising

Gratifications for using social media

2016 ◽  
Vol 34 (2) ◽  
pp. 139-147 ◽  
Author(s):  
Chunmei Gan
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Data Analysis ◽  
University Students ◽  
Factor Structure ◽  
T Test ◽  
Sina Weibo ◽  
Chinese University ◽  
Valid Data ◽  
Paired T Test

The purpose of this paper is to examine the general and specific gratifications that drive users’ choice of different social media. Sina Weibo and WeChat in China were selected for the current study. Two separate empirical surveys were conducted and 368 valid data were collected from Chinese university students experienced in using Sina Weibo or WeChat. Exploratory factor analysis, paired t test and independent-samples t test were employed for data analysis. The results identify four general gratifications for using different social media: hedonic gratification, affection gratification, information gratification and social gratification. In addition, factor structure of information gratification is different for different social media. Furthermore, the strength of each gratification differs to varying degrees across the use of different social media. Information gratification plays the most salient role in using Sina Weibo, whereas affection gratification is the most important motive for the use of WeChat. Also, the use of Sina Weibo can better fulfill individuals’ information and hedonic gratifications, while individuals prefer to use WeChat for achieving gratifications of social and affection.

How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chunli Ji ◽  
Susana Mieiro ◽  
Guihai Huang
Keyword(s):  
Social Media ◽  
Behavioral Intention ◽  
Marketing Research ◽  
Research Field ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Interactive Marketing ◽  
Media Dependency ◽  
Content Type ◽  
Social Media Advertising

PurposeSocial media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer behavioral intention in the context of Macao's casino integrated resorts.Design/methodology/approachThe authors collected data from 300 Chinese-speaking visitors of Macao's casino integrated resorts through a face-to-face survey. The hypotheses derived from the conceptual model were tested through two-stage structural equation modeling. The authors considered age and gender as control variables.FindingsThis study found that entertainment and promotional rewards had significant direct effects on consumption intention. Social media dependency did affect directly not only consumption intention but also sharing intention. Customer engagement on SMA mediated the effects of two SMA features (entertainment and promotional rewards) and one feature of SMA viewers (social media dependency) on consumption intention. As to extraneous variables, neither age nor gender significantly influenced consumer behavioral intention.Practical implicationsThe casino integrated resort managers should enhance the entertainment elements and provide reasonable promotional rewards to increase SMA's effectiveness. Managers should also consider the social media usage habits of the targeted customers. Further academic research on casino integrated resorts in other regions may use this study as a basis for investigating the mediation of customer engagement on SMA.Originality/valueThis study contributed to understanding the mediating mechanism of customer engagement on SMA by conceptualizing customer engagement on SMA as a unique idea and provided a conceptual framework for further theoretical and empirical research in the interactive marketing research field.

An Experimental Study of Spammer Detection on Chinese Microblogs

2020 ◽  
Vol 30 (11n12) ◽  
pp. 1759-1777
Author(s):  
Jialing Liang ◽  
Peiquan Jin ◽  
Lin Mu ◽  
Jie Zhao
Keyword(s):  
Machine Learning ◽  
Social Media ◽  
User Behavior ◽  
Real Data ◽  
User Profile ◽  
Data Set ◽  
Sina Weibo ◽  
Factors Affecting ◽  
The Government ◽  
Hot Event

With the development of Web 2.0, social media such as Twitter and Sina Weibo have become an essential platform for disseminating hot events. Simultaneously, due to the free policy of microblogging services, users can post user-generated content freely on microblogging platforms. Accordingly, more and more hot events on microblogging platforms have been labeled as spammers. Spammers will not only hurt the healthy development of social media but also introduce many economic and social problems. Therefore, the government and enterprises must distinguish whether a hot event on microblogging platforms is a spammer or is a naturally-developing event. In this paper, we focus on the hot event list on Sina Weibo and collect the relevant microblogs of each hot event to study the detecting methods of spammers. Notably, we develop an integral feature set consisting of user profile, user behavior, and user relationships to reflect various factors affecting the detection of spammers. Then, we employ typical machine learning methods to conduct extensive experiments on detecting spammers. We use a real data set crawled from the most prominent Chinese microblogging platform, Sina Weibo, and evaluate the performance of 10 machine learning models with five sampling methods. The results in terms of various metrics show that the Random Forest model and the over-sampling method achieve the best accuracy in detecting spammers and non-spammers.

Sign in / Sign up

Export Citation Format

Share Document