Social Media Activity and Hyperlink Network Analysis: A Holistic Media Ecology Perspective

This study examines a hyperlink network among non-governmental organizations (NGOs) in China. Using social media activity, indicated by the presence of a profile, length of time since social media adoption, number of accounts followed, and number of posts, we investigate NGOs´ hyper linking behaviors from a holistic media ecology perspective. Drawing from homophily and resource dependence theory, this research aims to understand NGOs´ hyperlink networks from their social media activity. Four findings emerge from our study. First, hyperlink networks interact with social media activities. Second, hyperlink networks are shaped by both homophily and resource dependence. However, resource dependence theory better explains hyperlink networks. Third, in line with cohort effects, length of time since social media adoption matters for hyperlink network, early social media adopters were more likely to hyperlink to early adopters. Fourth, the number of posts is a better activity predictor for NGOs´ hyperlink networks than number of accounts followed.