4.6 Microblogging

Microblogging (e.g., status updates on Facebook and tweets on Twitter) is driven by its undirected nature: “undirected communication allows people to reach out and elicit social interaction without having to worry about imposing unwanted communication on a particular person.” It is valuable when people want to avoid directed communication (in the case of socially apprehensive – anxiety about communicating with others and concern about being rejected ). (Buechel and Berger 2017)

References

Buechel, Eva C., and Jonah Berger. 2017. “Microblogging and the Value of Undirected Communication.” Journal of Consumer Psychology 28 (1): 40–55. https://doi.org/10.1002/jcpy.1013.