摘要
[目的/意义]旨在为企业更好地利用在线社交媒体开展用户沟通提供参考。[方法/过程]基于ELM理论,以旅游行业的官方微博为研究对象,分析了3602条微博内容,并分别从聚合和独立层面考察每类内容的沟通效果。[结果/结论]促销性内容、互动性内容和趣味性内容的沟通效果最好,有用性内容和丰富性内容亦能吸引粉丝参与;但情感态度在旅游产品中沟通效果相对较弱,管理者应慎重考虑。
[Purpose/significance] The paper aims to provide references for enterprises to make better use of online social media to communicate with users.[Method/process] Based on the ELM theory,the paper takes the official micro-blogs of the tourism industry as research object,analyzes 3602 micro-blogs,and investigates the communication effect of each kind of content from the aggregation and independent levels.[Result/conclusion] Research shows that promotional content,interactive content and entertainment content have the best communication effect,while useful content and vivid content also attract fans to participate.However,the communication effect of emotional attitude in tourism products is relatively weak,so managers should carefully consider.
作者
丁祎
周斌
刁雅静
Ding Yi;Zhou Bin;Diao Yajing(Center for Service Manufacturing Model and Informatization Jiangsu University of Science and Technology,Zhenjiang Jiangsu 212003;School of Economics and Management Jiangsu University of Science and Technology,Zhenjiang Jiangsu 212003)
出处
《情报探索》
2022年第10期22-27,共6页
Information Research
基金
江苏省高校哲学社会科学研究项目“基于网络拓扑及个体特征的信息传播研究”(项目编号:2020SJA2092)成果。
关键词
企业生成内容
ELM理论
内容分析
微博沟通
社交媒体营销
firm generated content
ELM Theory
content analysis
micro-blog communication
social media marketing
