Social media activity and hyperlink network analysis: A holistic media ecology perspective

Jiawei Sophia Fu, Michelle Shumate

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Scopus citations

Abstract

This study examines a hyperlink network among non-governmental organizations (NGOs) in China. Using social media activity, indicated by the presence of a profile, length of time since social media adoption, number of accounts followed, and number of posts, we investigate NGOs' hyper linking behaviors from a holistic media ecology perspective. Drawing from homophily and resource dependence theory, this research aims to understand NGOs' hyperlink networks from their social media activity. Four findings emerge from our study. First, hyperlink networks interact with social media activities. Second, hyperlink networks are shaped by both homophily and resource dependence. However, resource dependence theory better explains hyperlink networks. Third, in line with cohort effects, length of time since social media adoption matters for hyperlink network, early social media adopters were more likely to hyperlink to early adopters. Fourth, the number of posts is a better activity predictor for NGOs' hyperlink networks than number of accounts followed.

Original languageEnglish (US)
Title of host publicationProceedings of the 48th Annual Hawaii International Conference on System Sciences, HICSS 2015
EditorsRalph H. Sprague, Tung X. Bui
PublisherIEEE Computer Society
Pages1808-1817
Number of pages10
ISBN (Electronic)9781479973675
DOIs
StatePublished - Mar 26 2015
Event48th Annual Hawaii International Conference on System Sciences, HICSS 2015 - Kauai, United States
Duration: Jan 5 2015Jan 8 2015

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
Volume2015-March
ISSN (Print)1530-1605

Other

Other48th Annual Hawaii International Conference on System Sciences, HICSS 2015
CountryUnited States
CityKauai
Period1/5/151/8/15

Keywords

  • Homophily
  • Hyperlinks
  • Media ecology
  • Nongovernmental organization (NGO)
  • Resource dependence theory
  • Social media
  • Social network analysis

ASJC Scopus subject areas

  • Engineering(all)

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