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Soliciting Reciprocity
Socializing, communality, and other motivations
for linking on Twitter
@AveryHolton | Kang Hui Baek...
RQ: What are Twitter users’ motivations for
sharing links on Twitter?
RQ: Do Twitter users’ motivations for sharing
links ...
Method
Seeded Snowball Sample (N=396)
Survey November-December 2011
Motive & Frequency Measures
Factor Analysis & Regressi...
Method
Motives generated from open-ended responses
and coded into 8 motives using prior research
(Holton et al., 2011; Kim...
Method
Information Seeking
Information Sharing
Interpersonal Utility
Convenience & Entertainment
Passing Time
Social Suppo...
Method
40 items measured the eight motives.
A factor analysis revealed six categorical groups:
Information Seeking
Informa...
* Information sharing most salient (16.48%)
* All factors correlated at the .01 level.
* Information sharing/control and p...
* Control and promoting work was a
significant predictor of link-posting frequency
( =β .13, p <.01)
* Passing time presen...
Discussion
The Social Hyperlink
@AveryHolton | Kang Hui Baek
@MarkCoddington | Carolyn Yaschur
Thank You!
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ISOJ 2013

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  1. 1. Soliciting Reciprocity Socializing, communality, and other motivations for linking on Twitter @AveryHolton | Kang Hui Baek @MarkCoddington | Carolyn Yaschur 2013 ISOJ
  2. 2. RQ: What are Twitter users’ motivations for sharing links on Twitter? RQ: Do Twitter users’ motivations for sharing links influence their frequency of link sharing? Research Questions
  3. 3. Method Seeded Snowball Sample (N=396) Survey November-December 2011 Motive & Frequency Measures Factor Analysis & Regression
  4. 4. Method Motives generated from open-ended responses and coded into 8 motives using prior research (Holton et al., 2011; Kim et al., 2011; LaRose & Eastin, 2004; Papacharissi & Rubin, 2000; Sun et al., 2008)
  5. 5. Method Information Seeking Information Sharing Interpersonal Utility Convenience & Entertainment Passing Time Social Support Control Promoting Work
  6. 6. Method 40 items measured the eight motives. A factor analysis revealed six categorical groups: Information Seeking Information Sharing Interpersonal Utility Convenience and Entertainment Passing Time Control and Promoting Work
  7. 7. * Information sharing most salient (16.48%) * All factors correlated at the .01 level. * Information sharing/control and promoting work & information sharing/convenience and entertainment were the highest correlates Results
  8. 8. * Control and promoting work was a significant predictor of link-posting frequency ( =β .13, p <.01) * Passing time presented a negative association ( = -β .10, p <.01) Results * But the biggest predictor was information seeking ( =β .16, p <.001)
  9. 9. Discussion The Social Hyperlink
  10. 10. @AveryHolton | Kang Hui Baek @MarkCoddington | Carolyn Yaschur Thank You!

ISOJ 2013

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