Research On The Behavior Of Weibo Users' Impression Management In The Situation Of Complicate Context

Weibo,as one of the largest social media in China,has become an important platform for people to carry out social interaction online.In the past,a large number of studies have shown that people behave differently according to different audiences,and maintain their own image in front of different audiences.The Weibo,the birth of this new technology,requiring users to a variety of different types of audiences at the same time performing.Face the situation of the context collapse,Weibo users' impression management behavior will change.Will microblogging users use some privacy settings to distinguish between context and audience? At the same time,taking into account the weak links of social networking sites,the impression management is beneficial to the users' access to social resources and accumulation of social capital,so this study considers bridging social capital as an important variable.It is found that 1)when the number of microblogging users is increased,the impression management behavior of microblogging users will increase,and the users will increase the number of behaviors of greeting,model building,self-promotion and seeking to support four impression management strategies.2)When the microblogging users increase the number of friends' category,microblogging user's privacy settings will become high.3)When the microblogging user's privacy setting becomes higher,the impression management behavior of the microblogging user will be reduced,and the user will reduce the number of behaviors of the three impression management strategies such as greeting,establishing model and self-promotion.4)When the number of friends of the user classification increases,the user's bridge-type social capital increases.5)When the user's impression management behavior increases,the user's bridging social capital increases.