A Study on the Retweeting Behaviour of Marketing Microblogs with High Retweets in Sina Weibo

Zizhu Zhang, Bing Li, Weiliang Zhao, Jian Yang

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

1 Citation (Scopus)

Abstract

This research studies marketing microblogs with high retweets in Sina Weibo. The content features of marketing microblogs, the structural and temporal characteristics of retweet networks, the major features of retweeters, the incentive mechanisms for retweeting, and the influential retweeters are investigated. A microblog dataset including 19,889 microblogs from 20 enterprise accounts and a retweet network dataset including 207,649 retweets and 113,755 retweeters are analysed. This analysis shows that the marketing microblogs with high retweets are normally the results of some incentive mechanisms, high percentage of their retweets are retweeted from the original microblog directly, the frequencies of retweets vary over the activity periods, incentive mechanisms can significantly affect the behaviour of retweeters, and influential retweeters have significant impact on arousing subsequent retweets. These results could be utilized by enterprises for improving their marketing activities.

Original languageEnglish
Title of host publicationProceedings - 2015 3rd International Conference on Advanced Cloud and Big Data, CBD 2015
Place of PublicationPiscataway, NJ
PublisherInstitute of Electrical and Electronics Engineers (IEEE)
Pages20-27
Number of pages8
ISBN (Electronic)9781467385374
DOIs
Publication statusPublished - 2015
Event3rd International Conference on Advanced Cloud and Big Data, CBD 2015 - Yangzhou, Jiangsu, China
Duration: 30 Oct 20151 Nov 2015

Other

Other3rd International Conference on Advanced Cloud and Big Data, CBD 2015
CountryChina
CityYangzhou, Jiangsu
Period30/10/151/11/15

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  • Cite this

    Zhang, Z., Li, B., Zhao, W., & Yang, J. (2015). A Study on the Retweeting Behaviour of Marketing Microblogs with High Retweets in Sina Weibo. In Proceedings - 2015 3rd International Conference on Advanced Cloud and Big Data, CBD 2015 (pp. 20-27). [7435448] Piscataway, NJ: Institute of Electrical and Electronics Engineers (IEEE). https://doi.org/10.1109/CBD.2015.14