Microblogging has become one of the most popular social communication styles in the world. Much research has already addressed this hot issue; however, studies examining the intentions behind microblogging behaviors are limited: This study extended the theory of planned behavior (TPB) to predict intention to microblog and other behaviors. The results showed that social identity was the greatest predictor of intention, followed by attitude and perceived behavioral control. Social identity fully mediated the effects of subjective norms and self-identity on intention. Intention significantly predicted users' microblogging behaviors. These results have important implications for industry players and marketing managers. (C) 2016 Elsevier Ltd. All rights reserved.