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Active twitter use of dutch students: measuring the effects of rational and non-rational predictors on Tweet content, Tweet frequency and the intention to continue posting Tweets.

Heere, R. (2012) Active twitter use of dutch students: measuring the effects of rational and non-rational predictors on Tweet content, Tweet frequency and the intention to continue posting Tweets.

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Abstract:The goal of this research was to develop a theoretical framework that explains the predictors of Dutch students’ active Twitter use. Measured components of active Twitter use were Tweet content, Tweet frequency and the intention to continue posting Tweets. For this purpose, the present study developed a research model describing the rational and non-rational predictors, which were derived from literature review and preliminary qualitative research. The rational predictors in this study were Tweet motives (self-presentation, relationship management, keeping up with trends, sharing information and entertainment), imagined audience, social influence and trust in Twitter. The negative rational predictor is privacy concerns. The non-rational predictor was users’ habitual behavior. The proposed model was then tested by using hierarchical multiple regression analysis. To the best knowledge of the author, this study was the first one that investigated the predictors of Tweet content, Tweet frequency and intention to continue posting Tweet among Dutch students. Results of an online survey with 163 respondents outlined the most important predictors of Tweet content, frequency and the intention to continue posting Tweets. The motive entertainment, the influence of social groups, the trust in Twitter and the habitual behavior are the most important predictors of Tweet content. Dutch students will significantly post more Tweets when they reveal information to manage relationships and for entertainment. Together with an imagined audience, trust in Twitter, and habitual behavior, the frequency of posting messages increased. Finally, the predictors of the intention to continue posting Tweets were measured. The motives sharing information and entertainment, together with the imagined audience and trust in Twitter, the intention to continue posting Tweets significantly increased. Future research directions and practical implications are mentioned.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/64346
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