User Satisfaction with Microblogging: Information Dissemination versus Social Networking

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)..