Behavior variations and their implications for popularity promotions:
From elites to mass in Weibo
- URL: http://arxiv.org/abs/2004.05591v1
- Date: Sun, 12 Apr 2020 11:49:03 GMT
- Title: Behavior variations and their implications for popularity promotions:
From elites to mass in Weibo
- Authors: Bowen Shi, Ke Xu and Jichang Zhao
- Abstract summary: This study focuses on the role of online user influence in determining content popularity.
From a novel view of seven content-domains, a detailed picture of behavior variations among five user groups is drawn in Weibo, one of the most popular Twitter-like services in China.
The most surprising finding is that the diversity of contents do not always bring more retweets, and the mass and elites should promote content popularity by increasing their retweeter counts and loyalty, respectively.
- Score: 11.827654711875256
- License: http://arxiv.org/licenses/nonexclusive-distrib/1.0/
- Abstract: The boom in social media with regard to producing and consuming information
simultaneously implies the crucial role of online user influence in determining
content popularity. In particular, understanding behavior variations between
the influential elites and the mass grassroots is an important issue in
communication. However, how their behavior varies across user categories and
content domains, and how these differences influence content popularity are
rarely addressed. From a novel view of seven content-domains, a detailed
picture of behavior variations among five user groups, from both views of
elites and mass, is drawn in Weibo, one of the most popular Twitter-like
services in China. Interestingly, elites post more diverse contents with video
links while the mass possess retweeters of higher loyalty. According to these
variations, user-oriented actions of enhancing content popularity are discussed
and testified. The most surprising finding is that the diversity of contents do
not always bring more retweets, and the mass and elites should promote content
popularity by increasing their retweeter counts and loyalty, respectively. Our
results for the first time demonstrate the possibility of highly individualized
strategies of popularity promotions in social media, instead of a universal
principle.
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