Content or context : which matters more in information processing on microblogging sites

• Main Authors: Zhang, Lun, Peng, Tai-Quan, Zhang, Ya-Peng, Wang, Xiao-Hong, Zhu, Jonathan J. H.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2014
• Subjects: DRNTU::Humanities::General; DRNTU::Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/102433; http://hdl.handle.net/10220/18957
• Institution: Nanyang Technological University

With a framework based on the heuristic-systematic model of information processing, this study examined the effects of both content and contextual factors on the popularity of microblogging posts. The popularity of posts was operationalized as the re-tweeting times and number of comments received by...