This book explores and analyzes influential predictors and the underlying mechanisms of individual content sharing/retweeting behavior on social networking sites (SNS) from an empirical perspective. Since Individual content sharing/ retweeting behavior expedites information dissemination, it is a critical mechanism of information diffusion on Twitter.  

Individual sharing/retweeting behavior does not appear to happen randomly. So, what factors lead to individual information dissemination behavior? What are the dominating predictors? How does the recipient make retweeting...