A1 Report

A2

Shi, Z., Rui, H., & Whinston, A. B. (2014). CONTENT SHARING IN A SOCIAL BROADCASTING ENVIRONMENT: EVIDENCE FROM TWITTER. MIS Quarterly, 38(1), 123-142.

Article overview

        The article is concerned with the existing interactive social broadcasting technology in regards of information sharing by users in the context of Twitter. An interactive content sharing takes place within a cyber world in which the twitter user has a high degree of freedom to physically and mentally interact with the world and objects within a voluntary content sharing experience which is different on every play, and adapts to the user’s interactions. Modelling on social and behavioural theories, those criteria which should provide the basis of interactive content-sharing are detailed and discussed by a use of micro-level data and a two stage discrete choice model.

        The article then describes the collected data set and documented statistics about Twitter as a social broadcasting technology and retweeting as content sharing on Twitter. A series of empirical analyses integrate SWT with the general framework is conducted to test two research hypothesis about how tie strength moderate individuals’ choices to participate in the social exchange process of content sharing. Furthermore, using 20 deployed computers over a 140-day period to design the data collection strategy. In order to test the empirical model, the conditional maximum likelihood estimation (MLE) technique as a structural approach is estimated which moulding users’ behaviour on both content-sharing activity and the social relationship on Twitter.

        The discussion of the managerial implication then illustrates and the two-stage, consumption-retweeting process is modelled. Which indicates results where consumption is the essential first step for retweeting. However, the outcome of the first step is unobserved and the parameters cannot be estimated.  The research shows the key highlighted finding where restrictive on the utilization of a bit of data, week-tie users will be more likely to share information to their social system neighbours. Also among all models, the research shows that the quantity of followers has an altogether positive coefficient which disclosure by econometric models is another one in light of fact that the relationship amongst yti and Wti is negative. This result therefore supports the contention in the hypothesis that the number of subscribers is positively connected with the inactive advantage of retweeting. Therefore, the inactive advantage from the social trade of content sharing is greater for a week-tie follower than for a strong-tie follower when everything else being equal. In addition, New audience effect and Informational value effect are possible explanations remain for the higher mean valuation of sharing content from a weak-tie follower’s followers in the social broadcasting environment. An understanding of people’s voluntary information relay processes is then important to the study of information systems. As proposed, one characterizing feature of social broadcasting networks is that they possess an extensive volume of weak interpersonal relationships.