Exploring how social ties affect lurking behaviour in Microblog: from a role stress and social identity perspective

Abstract

Purpose The primary objective of this research is to explore the underlying mechanisms of social ties influencing lurking behaviour in Microblog by combing role theory and social identity theory. Design/methodology/approach An online survey of 312 Microblog users in China was conducted to test the proposed research model and hypotheses. The partial least squares (PLS) approach was used to analyse the data. Findings The results show that social ties affect lurking behaviour on Microblog in two ways, directly and indirectly through role stress. Social ties have a negative direct impact on lurking behaviour. Based on the multiple mediation analysis, social ties positively affect lurking through role overload and negatively affect lurking via role ambiguity. Perceived heterogeneity strengthens the positive effects of social ties on role overload and conflict, and weakens the negative impact of social ties on role ambiguity. Social identification weakens the positive relationship between social ties and role overload and strengthens the negative relationship between social ties and role ambiguity. Originality/value This study extends the literature on the social interaction reasons behind lurking behaviour in Microblog by revealing the effects of social ties in Microblog. The theoretical mechanisms of social ties on lurking behaviour in Microblog are unveiled by discovering the direct effect of social ties, the mediating effects of multidimensional role stress, and the moderating effects of different kinds of social identity.

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