Similar to Twitter, but unlike WeChat, Weibo focuses on sharing of opinions and information exchange rather than on social interaction (Kwak et al., 2010) and offers some anonymity in online communication (Huberman et al., 2008). Weibo allows users to post 140-character information. All of these features make WeChat popular for online socializing.Īnother popular SNS in China is Weibo, created in 2009, and has more than 204 million users (CNNIC, 2015). Further, WeChat allows users to post information, pictures and videos of interest, and comment on friends' posts. On this profile, users can send instant text messages, voice notes and make free voice calls. It allows users to create a profile, search for friends or find new friends within one's geographical location. WeChat is a cross-platform communication application combining popular features of Facebook and WhatsApp (Wu, 2014). WeChat is one of the most popular SNSs in China and currently boosts of over 600 million active users worldwide (CNNIC, 2015). Thus, we assessed how Big-Five personality traits, loneliness, social support, external locus of control, and social interaction relate to the excessive use of two largest SNSs in China- WeChat and Weibo. ![]() This is an exploratory study that aimed to find out the relationship between personality traits/psychological factors and excessive use of Weibo and WeChat. We investigated the role of individual difference in the excessive use of SNSs in this study. So, this study seeks to understand if particular individual differences are related to the preference for the excessive use of SNSs. Therefore, under the “Uses and Gratification Theory,” which seeks to understand the use of media from the perspective of the individual and not the media, individual experiences are important factors in determining the choice of SNSs. This implies that people use the media to fulfill individual's specific different needs and gratifications. ![]() Because in mass communication much initiative to link media choice lies with users (Katz et al., 1974). This means that, a user will use specific text to gain the valuable knowledge that they are seeking from a program or text (Katz et al., 1974). ![]() Just as “Uses and Gratifications Theory” points out that “the audience is conceived as active” (Katz et al., 1974, p. These sites attract and host millions of users.Īn interesting question arises: considering that most SNSs attract millions of users, do these different sites attract different users? Joinson ( 2004) pointed out that internet behavior is a product of both the user and the specific tool, such that individual differences and personality can influence computer-media choices (Amiel and Sargent, 2004 Ryan and Xenos, 2011 Hou et al., 2014). Popular SNSs such as Facebook and Twitter in US and WeChat and Weibo in China, allow individuals to express themselves, exchange information, and socialize. ![]() Over the years, social networking sites (SNSs) have become the most popular and fastest web sites for information dissemination and private social interaction (Hughes et al., 2012). Through the internet, people play games, shop, communicate, socialize, search-for, and spread information (Amichai-Hamburger and Ben-Artzi, 2000). The internet is an essential component of our life, which influences many aspects of human behavior.
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