Purpose： This study aims to investigate and compare celebrity and ordinary users＇ behaviors on Sina Weibo. Design/methodology/approach： Data was collected from 12,555 ordinary users and 2,467 celebrity users on Sin...Purpose： This study aims to investigate and compare celebrity and ordinary users＇ behaviors on Sina Weibo. Design/methodology/approach： Data was collected from 12,555 ordinary users and 2,467 celebrity users on Sina Weibo. Correlation and regression analysis was performed on users＇ number of followings, number of followers and number of posts. Findings： The results revealed significant difference between famous and ordinary users＇ behaviors on Sina Weibo. We found correlation among ordinary users＇ number of followings, number of followers and number of posts, but for celebrity users, only their number of followings and number of posts are related with each other. For both ordinary and celebrity users, their number of followings significantly affects how many posts they publish. Research limitations： We only carried out our investigation on Sina Weibo and the findings need to be further verified on other microblogging platforms. Practical implications： This research is useful for microblogging service providers to understand different types of users and promote the continuous use of their services. Originality/value： This research delivers valuable insights into understanding of the characteristics of different types of microbloggers and the ways to increase user viscosity.展开更多
文摘Purpose： This study aims to investigate and compare celebrity and ordinary users＇ behaviors on Sina Weibo. Design/methodology/approach： Data was collected from 12,555 ordinary users and 2,467 celebrity users on Sina Weibo. Correlation and regression analysis was performed on users＇ number of followings, number of followers and number of posts. Findings： The results revealed significant difference between famous and ordinary users＇ behaviors on Sina Weibo. We found correlation among ordinary users＇ number of followings, number of followers and number of posts, but for celebrity users, only their number of followings and number of posts are related with each other. For both ordinary and celebrity users, their number of followings significantly affects how many posts they publish. Research limitations： We only carried out our investigation on Sina Weibo and the findings need to be further verified on other microblogging platforms. Practical implications： This research is useful for microblogging service providers to understand different types of users and promote the continuous use of their services. Originality/value： This research delivers valuable insights into understanding of the characteristics of different types of microbloggers and the ways to increase user viscosity.
