Abstract
The secondary forwarding of micro-blog can realize the fission transmission of micro-blog information, so the researches on Influential Factors of micro-blog retweeting has become a research hotspot of current scholars. Based on Lasswell’s 5W model, this paper comprehensively analyzes the factors influencing micro-blog forwarding from the standpoint of disseminator, content, channel and audience, and puts forward 16 research hypotheses, then constructs an influential factors model of micro-blog retweeting, and finally verifies the hypothesis based on binary logistic regression analysis model. Data analysis results show that the count of the fans of a disseminator, count of micro-blogs of a disseminator, mean count of micro-blogs being forwarded of a disseminator, mean count of micro-blogs being commented and thumbed of a disseminator, length of micro-blog, popularity of micro-blog, followees count of an audience, activity of audience retweeting, an audience’s retweeting concern to his followee show a positive effect on the behavior of retweeting, while richness of micro-blog, emotion words, count of fans of the audience have a negative impact on the retweeting behavior.
Highlights
With the mushroom growth of social platforms, social applications have become a significant part of Internet applications
Micro-blog is a kind of social application which network structure is on the basis of users' concerned relationships
The research results can be applied in the following fields: micro-blog public opinion monitoring, rumor control, enterprise product marketing, hot spot mining, government micro-blog policy promotion
Summary
With the mushroom growth of social platforms, social applications have become a significant part of Internet applications. Micro-blog is a kind of social application which network structure is on the basis of users' concerned relationships. The micro-blog published by a user can be tweeted to his followers. Through the retweeting of his followers, the information is pushed to the fans of his followers. The secondary retweeting realizes the fission transmission of micro-blog information [1]. The study on influential factors of micro-blog retweeting has become a research hotspot of current scholars. The research results can be applied in the following fields: micro-blog public opinion monitoring, rumor control, enterprise product marketing, hot spot mining, government micro-blog policy promotion
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
