Abstract
Reposting and commenting are the key mechanisms for information diffusion in microblogging. This study investigated the effects of content- and temporal-related characteristics of microposts on the number of reposts and comments received. Using a case study approach, data were collected from the microblog of a corporate in the hospitality industry. For the content-related factors, the results suggest that the use of multimedia features (including emoticons and pictures) and originally written posts had positive effects on reposts and comments. Different thematic topics also generated varying numbers of reposts and comments. For the temporal-related factors, the hour of the day in which a post was posted apparently affected the number of reposts and comments received.
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