品牌社交媒体广告内容对消费者社交媒体参与度的影响

The influence of brand social media advertising content on consumers’social media involvement

基于参与度理论与社交媒体特点定义消费者社交媒体参与度与它的四个维度:意识、产生情感、产生理性思考、认同。建立社交媒体广告内容分类标准,收集二手数据后使用方差模型分析品牌社交媒体广告内容对消费者社交媒体参与度的影响。结果显示社交媒体广告内容类型显著影响消费者社交媒体参与度,新产品内容效果最好,其次是促销、游戏/抽奖、社会责任内容。此研究结果不仅可丰富消费者行为视角的品牌社交媒体广告相关理论研究,也可为品牌设计社交媒体广告内容营销提供管理建议。

How to optimize the content of brand social media advertising is a hot issue in academia.Based on the involvement theory and the characteristics of social media,this study defines the four dimensions of consumer social media participation:consciousness,emotion,rational thinking and identity.After collecting second-hand data,variance model is used to analyze the impact of brand social media advertising content on consumers’social media participation.The results show that the type of social media advertising content has a significant impact on consumers’social media involvement,and new product content has the best effect,followed by promotion,game/lottery and social responsibility content.This study not only enriches the theoretical research of brand social media advertising from the perspective of consumer behavior,but also provides valuable management suggestions for brand design of social media advertising content marketing.