Social Media Type Matters: Investigating the Relationship Between Motivation and Online Social Network Heterogeneity. Issue 4 (1st October 2016)

• Record Type: Journal Article
• Authors: Kim, Cheonsoo; Lee, Jae Kook
• Is Part Of: Journal of broadcasting & electronic media. Volume 60:Issue 4(2016)
• Page Start: 676
• Page End: 693
• Publication Date: 2016-10-01
• Subjects: Broadcasting -- Periodicals; Telecommunication -- Periodicals; 384.54
• DOI: 10.1080/08838151.2016.1234481
• Languages: English
• ISSNs: 0883-8151

Abstract

Abstract : This study investigated relationships between social media motivation, relative preferences for social media type, and network heterogeneity, using a U.S. national survey. By classifying social media into the symmetrical and the asymmetrical, we showed that relationship motivation was more likely to be associated with a preference for the symmetrical type, whereas information motivation with a preference for the asymmetrical. Network heterogeneity was positively predicted by relationship motivation but not by information motivation. Finally, a relative preference for the symmetrical type was found to mediate the association between relationship motivation and network heterogeneity.