Digital platforms in the news industry: how social media platforms impact traditional media news viewership
Digital platforms in the news industry: how social media platforms impact traditional media news viewership
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DOI：
10.1080/0960085x.2022.2103046
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发表时间：
2022-07
影响因子：
9.5
通讯作者：
J. Ren;Hang Dong;Aleš Popovič;Gaurav Sabnis;J. Nickerson
中科院分区：
文献类型：
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作者：
J. Ren;Hang Dong;Aleš Popovič;Gaurav Sabnis;J. Nickerson
摘要我们研究了社交媒体如何扮演传统媒体的注意力驱动器的角色。社交媒体吸引并引导人们对一个话题的关注。这种关注促使人们寻求传统媒体专业报道的进一步信息。具体来说，社交媒体上关于一只股票的帖子数量会影响第二天对这只股票的关注，这可以通过第二天发布的关于同一只股票的新闻文章的收视率来代替。我们在股票市场的背景下测试这一假设，因为社交媒体比传统媒体更不可能传播股票市场的基本信息。通过分析新浪财经和新浪微博上与股票相关的新闻文章和社交媒体帖子，我们发现，一只股票在时间t-1的社交媒体帖子数量与该股票在时间t的传统媒体收视率相关。当社交媒体对股票的情绪更加强烈或积极时，这种影响会被放大，并且经过验证的社交媒体关于股票的帖子数量会增加。我们的研究结果提供了证据，证明社交媒体平台充当注意力驱动因素，这与之前文献中讨论的信息渠道功能不同。
ABSTRACT We examine how social media plays the role of an attention driver for traditional media. Social media attracts and channels attention to a topic. This attention triggers people to seek further information that is reported professionally in traditional media. Specifically, the volume of social media posts about a stock influences the attention to this stock the next day, proxied by the viewership of news articles on the same stock published the next day. We test this hypothesis in the stock market context because social media is less likely than traditional media to diffuse fundamental information in the stock market. Analysing stock-related news articles and stock-related social media posts from Sina Finance and Sina Weibo, we find that the social media post volume of a stock at time t-1 is associated with the traditional media viewership of the same stock at time t. This effect is amplified when social media sentiment about the stock is more intense or positive, and with an increase in the volume of verified social media posts about the stock. Our results provide evidence that social media platforms act as attention drivers, which differ from the information channel functions discussed in prior literature.