Continual use of microblogs

Some studies show that the Twitter's growth is leveling off and that its marketing has become ineffective. The purpose of this paper is to analyse what is needed for microblogs’ perpetuation. Factors such as message quality, source credibility, perceived usefulness, perceived interactivity, perceived playfulness, confirmation, and satisfaction were tested for their impact on continuance intention. A post-acceptance model of microblog continuance was proposed based on information system continuance model. We found that continuance intention to use microblogs is greatly affected by satisfaction, which in turn is affected by perceived interactivity and perceived usefulness, but satisfaction is not affected by confirmation or perceived playfulness. Although confirmation has no direct effect on satisfaction, it affects perceived interactivity and perceived usefulness, which in turn affect satisfaction.