Seeking and Sharing: Motivations for Linking on Twitter

Abstract

Hyperlinks are connective devices that allow users to direct each other in digital spaces while also demonstrating their own interests in specific types of content. Communication scholars have analyzed motivations for the use of social network sites (SNSs) at a broad level, opening up questions about the impetus for sharing hyperlinks in these spaces. In particular, scholars have focused on Twitter as an important platform for news and information sharing and community building, exploring a variety of motivations for its use. This study expands upon recent research by analyzing user motivations for posting hyperlinks on Twitter. Through a survey of Twitter users, this study revealed a central social role for hyperlinks, indicating their use to seek information by soliciting reciprocal linking from other users. The findings provide new insights for researchers and practitioners into an increasingly important part of users’ engagement and information flows on Twitter. Broader implications for media scholars and practitioners are discussed.

Keywords:

• Hyperlinks
• Motivations
• Reciprocity
• SNS
• Twitter

Notes

^* p < .01. ^** p < .001.

Note. N = 396. The bold values represent factor loadings greater than ±0.50. Cross-loaded items were removed.

Additional information

Notes on contributors

Avery E. Holton

Avery E. Holton (PhD, The University of Texas at Austin, 2013) is an Assistant Professor in the Department of Communications at The University of Utah.

Kang Baek

Kanghui Baek (MA, The University of Texas at Austin, 2008) is a PhD candidate in the School of Journalism at the University of Texas at Austin.

Mark Coddington

Mark Coddington (MA, The University of Texas at Austin, 2012) is a PhD student in the School of Journalism at the University of Texas at Austin.

Carolyn Yaschur

Carolyn Yaschur (MA, University of Missouri, 2000) is a PhD candidate in the School of Journalism at the University of Texas at Austin.