Willingness to follow opinion leaders: A case study of Chinese Weibo

Luwei Rose Luqiu, Michael Grant Schmierbach, Yu Leung Ng

Research output: Contribution to journalArticle

Abstract

This study examined the effects of follower number and comment tone on judgements about potential opinion leaders and their pages on Weibo, a Chinese social media site. Two experiments differentiated different types of negative comments, uncivil, critical, neutral and mixed, to assess the effects of comment tone relative to previous research. The results suggest that these manipulations have minimal effects, and there is little evidence that the overall number of followers is influential. In contrast to prior research, the readers did not seem to rely upon social cues from either the number of followers or the tone of the comments to form judgements about potential opinion leaders and their pages. Mixed evidence indicates that uncivil comments may be distinguished from merely critical comments, but neither format definitively leads to more positive evaluations. The potential implications for opinion leadership in China and worldwide are considered.

Original languageEnglish (US)
Pages (from-to)42-50
Number of pages9
JournalComputers in Human Behavior
Volume101
DOIs
StatePublished - Dec 1 2019

Fingerprint

Social Media
Research
Cues
China
Experiments
Willingness
Follower
Evaluation
Reader
Experiment
Manipulation

All Science Journal Classification (ASJC) codes

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

Cite this

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Willingness to follow opinion leaders : A case study of Chinese Weibo. / Luqiu, Luwei Rose; Schmierbach, Michael Grant; Ng, Yu Leung.

In: Computers in Human Behavior, Vol. 101, 01.12.2019, p. 42-50.

Research output: Contribution to journalArticle

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