社交媒体中企业生成内容(EGC)的社会化传播行为研究——基于内容和情感分析视角

Research on User Social Communication Behavior of EGC in Social Media: Based on Content and Sentiment Analysis Perspective

【目的/意义】随着企业生成内容(EGC)的兴起,以低成本实现广告信息扩散效果最大化已成为商业界和学术界关注的焦点。本文将ELM理论和用户卷入行为研究拓展到社交媒体领域,探究EGC社会化传播的影响因素。【方法/过程】以微博为平台,利用泊松回归模型,分别从企业和用户层面,对EGC沟通内容和用户卷入情感等特征进行剖析。【结果/结论】企业层面中描述产品或服务细节的信息性内容、致力于培养良好关系的说服性内容,和用户层面中评论数、点赞数、积极的评论情感、较低的认证者比例会正向促进用户的转发。

【Purpose/significance】As the rise of Enterprise Generated Content（EGC）, maximizing the effect of enterpriseinformation diffusion in a cost-effective manner has gradually become a common focus of business and academia. This pa-per extends the practical application of ELM theory and user engagement behavior to the field of enterprise social mediamarketing, and explores the influence factors of user social communication behavior of EGC.【Method/process】Taking mi-cro-blog as research platform, this paper researches the influence of EGC content, user engagement sentiment and other rel-evant indicators to user reposting behavior through Poisson Regression Model, from the perspective of enterprise and userseparately.【Result/conclusion】The informative content（i.e. some details about enterprise products or service） and the per-suasive content which is helpful to cultivating good customer relationship released by enterprise are positive to user repost-ing behavior. At the same time, more user comments and likes, more positive commenting sentiment and lower proportion ofauthenticator are advantageous to inspiring more user social communication.