Titlebook: Individual Retweeting Behavior on Social Networking Sites; A Study on Individua Juan Shi,Kin Keung Lai,Gang Chen Book 2020 The Editor(s) (i

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Introduction,tly and efficiently. Therefore, SNS have become an important venue for businesses to diffuse information. However, there is a lack of a systematic and comprehensive research on individual retweeting behavior, which plays a fundamental role in information propagation on SNS. To bridge the research ga

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Literature Review and Theoretical Foundation,S has become one of the hottest trends in SNS studies and drawn tremendous interest from multiple disciplines such as computer science, social communication, marketing, management and so on. Before delving into our study, it would be better to get a general picture of the related research in this fi

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Direct Effect and Mediating Effect of Individual Retweeting Behavior on SNS,an individual’s retweeting decision making process, which is illustrated in Fig. .. This conceptual model mainly consists of two parts: determinants of individual retweeting behavior (.) and moderators of individual retweeting behavior (.). This chapter focuses on validating the first part presented

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Book 2020orking sites (SNS) from an empirical perspective. Since Individual content sharing/ retweeting behavior expedites information dissemination, it is a critical mechanism of information diffusion on Twitter.  .Individual sharing/retweeting behavior does not appear to happen randomly. So, what factors l

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Research Scheme Design,theses related to the direct effect, mediating effect and moderating effect are introduced in detail. Finally, we elaborate on the dataset used in this monograph, varable measurements and statistical models employed to validate those hypotheses in the conceptual model.

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