  Recent decades have witnessed online social media being a big-data window for
quantificationally testifying conventional social theories and exploring much
detailed human behavioral patterns. In this paper, by tracing the emoticon use
in Weibo, a group of hidden "ambivalent users" are disclosed for frequently
posting ambivalent tweets containing both positive and negative emotions.
Further investigation reveals that this ambivalent expression could be a novel
indicator of many unusual social behaviors. For instance, ambivalent users with
the female as the majority like to make a sound in midnights or at weekends.
They mention their close friends frequently in ambivalent tweets, which attract
more replies and thus serve as a more private communication way. Ambivalent
users also respond differently to public affairs from others and demonstrate
more interests in entertainment and sports events. Moreover, the sentiment
shift of words adopted in ambivalent tweets is more evident than usual and
exhibits a clear "negative to positive" pattern. The above observations, though
being promiscuous seemingly, actually point to the self regulation of negative
mood in Weibo, which could find its base from the emotion management theories
in sociology but makes an interesting extension to the online environment.
Finally, as an interesting corollary, ambivalent users are found connected with
compulsive buyers and turn out to be perfect targets for online marketing.
