Abstract This study focused on the narrow sense of micro blog’s influence, namely, every single micro blog’s influence. By defining the multilevel structure of micro blog information, including user’s attributes and micro blog attributes, this research took repost quantity as the objective measurement of micro blog’s influence and built a Hierarchical Linear Model to find out key factors that affect repost quantity. Nonparametric bootstrap method was applied to improve the statistics inference of outcomes of model fitting. The results showed that the user’s attributes not only significantly affected the repost quantity of micro blog, but also exerted crosslevel effect on micro blog attributes and thus affected repost quantity. Finally, the reasons why these macrolevel and microlevel variables could affect the repost quantity were discussed and some possible measures to improve the micro blog’s influence were provided.
2014, Vol. 11 
