产品类型差异化影响下企业生成内容对用户参与行为的实证研究

An Empirical Study on Influence of Product Type Differentiation on User Participation Behavior of Firm-Generated Content

社交媒体已成为企业营销和推广品牌、产品等不可或缺的重要渠道,企业生成内容(FGC)在其中传递信息和情感交流。基于ELM理论从聚合与独立层面审视不同产品类型企业生成内容的作用。对某企业两个官方微博的12580条微博进行文本分析,发现主流产品信息性特征内容对转发行为具有负向影响,说服性特征内容对用户参与行为具有正向影响;利基产品的信息性与说服性内容特征对转发行为具有正向影响。研究结论为企业在制定FGC发布策略以及管理FGC内容方面提供参考。

Social media has become an indispensable and important channel for enterprise marketing and promotion of brands,products,etc.,in which Firm-Generated Content(FGC)conveys information and emotional communication.However,there is currently no clear solution on how to release FGC under different product types to achieve optimal user engagement.Based on the ELM theory,it examined the role of different product types of enterprises in generating content from the perspectives of aggregation and independence.This article collected 12580 microblog posts from two official microblog accounts for text analysis,and found that mainstream product informative feature content has a negative impact on forwarding behavior,while persuasive feature content has a positive impact on user engagement behavior;The informative and persuasive content characteristics of niche products have a positive impact on forwarding behavior.In addition,exploring the role of each independent feature in user engagement will provide useful guidance and reference for enterprises in formulating FGC release strategies and managing FGC content.