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Title: The Influence of Characteristics of Microblog on Users’ Behavioral Response
Source: International Conference on Engineering and Business Management 2012(Part 5 Innovative Technology) (pp 3853-3855)
Author(s): Jiun-Hung Lin, Assistant Professor, Department of Marketing and Logistics Management, China University of Technology, No. 530, Sec. 3, Jhong-Shan Road, Hukou Township, Hsin Chu County, 303, Taiwan, China
Cuddy Lai, Senior Planner, Institute of Information Industry, No. 41-2, Sinyi Road Sec.3, Taipei, 10631, Taiwan, China
Abstract: Most studies suggested the positive benefits of microblogging but some studies mentioned some negative effect of the use of internet. This research focuses on exploring the effect of both negative influence and positive benefits of microblogging on microbloggers’ behavior response. Plurk is taken as a research platform and five different types of industries were selected as the study subjects to explore the user behavior of first-time visitors to the microblogs of these ten enterprises to find out the effect of the positive benefits and negative effect on the behavioral response of users.
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