The Impact Of Celebrity Microblogging On The Forwarding Behavior Of Microblogging

After entering the Web2.0, the microblogging has become an important part of network activity. Whether in the dissemination of information or aspects of interpersonal communication, microblogging and have played an important role. Microblogging site has attracted a large group of users, including celebrities. Psychological studies for a social network has been very popular, including the impact of personality on social network usage behavior, the relationship between social networks and the social and cultural values, etc. However, the researchers less focused on the psychological mechanism of information dissemination network media.As a core node of information dissemination on microblogging, celebrity micr oblogging has an impotent impact on the dissemination of information. Is there ce lebrity effect on microblogging? And what factors affect celebrity effect? What ch aracteristics do the celebrity microblogging have? And how these characteristics af fect the behaviors of followers? The study adopt a variety of methods, including experimental method and qualitative research method, to explore the celebrity effe ct on microblogging. The results of these studies are as follows:1) The first research adopt within subject experimental design. Each subject h ave to read four microblogging content, then answer these following quest ions:which microblogging do you want to forward? Which microblogging do you most identify with? Without regard to microblogging, which publ-isher do you like best? According to the result of analysis of correlation, related significantly between the behavior of forwarding microblogging an d the option of favorite publisher(φ=0.780, p=0.00<0.05). Related sign-ificantly between the behavior of forwarding microblogging and the optio n of most identify microblogging (φ=1.223, p=0.00<0.05). According t o the logistic regression, the identifying on the behavior of forwarding ha ve an significant prediction.2) The second study used grounded theory to explore the content dimension of celebrity microblogging and found the content of celebrity microblogging have5categories, including the daily stuff, the attitude, the interpersonal communication, the public communication and the others. It found that the celebrities use microblog to present themselves, communicate with their friends, and propagandize.3) The second study also distinguish between positive/negative orientations of the celebrities’ microblogging. The result display that most of the celebrities’ microblogging present positive orientation (t=2.243, p<0.01).4) As the content dimensions and orientation of positive/negative as the indep endent variable, the microblogging amount of forwarding as a dependent v ariable, the multifactor variant analysis showed that the main effect on co ntent dimensions was significant in the amount of forwarding. There were interactions between the content dimensions and orientation of positive/ne gative.According to the above results, the study has the following conclusions:First, celebrity microblogging easier to spread.Second, the behavior of forward celebrity microblogging is affected by t hat dose the audience like this celebrity and the microblogging content.Third, attitude microblogging content is easier to spread than other conte nt microblogging, and negative public microblogging are more likely to be fo rwarded by audience rather than the active ones.