To be rational or sensitive? The gender difference in how textual environment cue and personal characteristics influence the sentiment expression on social media |
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| Affiliation: | 1. School of Information Management, Sun Yat-sen University, Guangzhou, Guangdong 510006, China;2. Cyberspace Administration of Guangzhou, Guangzhong, Guangdong 510040, China;3. School of Public Affairs and Administration, University of Electronic Science and Technology of China, Chengdu, Sichuan 611731, China;1. School of New Media and Communication, Tianjin University, Tianjin 300072, China;2. College of Management and Economics, Tianjin University, Tianjin 300072, China;1. Department of Applied Artificial Intelligence, Sungkyunkwan University, Seoul, South Korea;2. KB Kookmin Card, Seoul, South Korea;1. Spiegel Research Center, Medill School of Journalism, Media, IMC, Northwestern University, 1845 Sheridan Rd, Fisk Hall 305, Evanston, IL 60202, USA;2. Department of Radio-TV-Film, The University of Texas at Austin, 2504 Whitis Ave. Stop A0800, Austin, TX 78712, USA;3. Pukyong National University, 45 Yongso-ro, Nam-Gu, Busan 48513, Republic of Korea;1. Department of Consumer Science, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul 08826, South Korea;2. Research Institute of Human Ecology, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul 08826, South Korea;3. School of Administrative Studies, York University, 4700 Keele Street, Toronto, ON M3J1P3, Canada |
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| Abstract: | Online sentiments expressed by users play critical roles in various social media-based applications, and thus understanding the mechanism of what determines users expressing sentiment with different polarities bears strategic importance. Based on the affective response model (ARM), we develop a conceptual model about the determinants of users’ online sentiment polarity, from the cues of the textual environment from the target tweet and the user’s personal characteristics. Furthermore, the role of gender difference in these effects is also included. Empirical results indicated that users with higher social interactivity and positive historical sentiment expression are more likely to express positive sentiment towards online tweets with higher positive sentiment intensity. Females are more sensitive to the cue of textual environment, i.e, sentiment intensity, in the target tweets when expressing sentiments, while males are more rational when expressing online sentiment than females. Our study supplements the existing study on users’ online interaction behavior as rational and affective action by introducing a new way to study the driving behavior of sentiment expression. |
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| Keywords: | Social media Sentiment expression Textual environment Rational behavior Gender difference |
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