User satisfaction with microblogging: Information dissemination versus social networking

Ivy L.B. Liu, Christy M K CHEUNG, Matthew K.O. Lee

Research output: Contribution to journalArticlepeer-review

56 Citations (Scopus)

Abstract

Microblogging is growing in popularity and significance. Although many researchers have attempted to explain why and how people use this new medium, previous studies have produced relatively inconclusive results. For instance, in most of these studies, microblogging has been considered a social networking activity; however, quantitative analyses of microblogging usage have shown that people use microblogging as an information-broadcasting platform. In this study, we identified the factors that drive microblogging and which of them lead to user satisfaction. We developed a theoretical framework and then empirically validated the factors and the emergent mechanisms (value evaluation processes). We empirically tested our research model using a sample of 230 microbloggers, and the results showed that content and technology gratifications are the two key factors that drive user satisfaction with microblogging. That is, it is the value of information dissemination rather than social networking that makes people feel satisfied with the use of microblogging. We believe that this study will generate interest among researchers in social media. The results also provide platform administrators with insights into how people use microblogging and why they are satisfied with the technology.

Original languageEnglish
Pages (from-to)56-70
Number of pages15
JournalJournal of the Association for Information Science and Technology
Volume67
Issue number1
DOIs
Publication statusPublished - 1 Jan 2016

Scopus Subject Areas

  • Information Systems
  • Computer Networks and Communications
  • Information Systems and Management
  • Library and Information Sciences

User-Defined Keywords

  • information dissemination
  • social networking
  • user satisfaction

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