社交媒体平台品牌推文影响用户参与形成机制探讨——基于图像数据与文本数据的实证检验

The Influencing Mechanism of Brand Tweets on User Engagement on Social Media Platforms:An Empirical Test Based on Image Data and Text Data

社交媒体平台品牌推文影响用户参与形成机制是企业通过官方账号发布品牌推文促进用户参与以提高营销效果的运行方式。笔者基于信息加工理论和用户参与理论,借鉴现有相关文献,构建社交媒体平台品牌推文影响用户参与形成机制研究模型,以新浪微博平台发布官方品牌推文为研究样本采集有效图像数据和文本数据,通过实证检验社交媒体平台品牌推文中图像特征和文本特征的不同指标对用户参与行为的影响以及影响的方向、程度等,证实了本文中对社交媒体平台品牌推文与用户参与二者之间内在关联性的研究假设。本研究引用心理学、美学、传播学等相关研究成果,尝试性地跨学科探讨社交媒体与品牌战略携手共进的现实课题,研究成果在一定程度上拓展了营销学理论的应用边界,丰富了社交媒体营销和非结构化数据研究方面的相关文献,研究结论为企业选择社交媒体平台品牌战略以及提高品牌管理效果提供理论依据。

The influencing mechanism of user participation through brand tweets on social media platforms,means the way enterprises publish brand tweets via official accounts to stimulate user engagement and bolster marketing effectiveness.Grounded in information processing theory and user participation theory,and drawing on relevant literature,a research model is constructed to understand how brand tweets on social media platforms affect user participation.The study employs effective image and text data from official brand tweets on the Sina Weibo platform as the empirical sample,testing the influence of significant characteristics on various user participation behaviors and the direction and magnitude of this influence.The findings confirm the intrinsic correlation hypothesis between the impact of brand tweets and user engagement.By integrating research from psychology,aesthetics,and communication,this interdisciplinary study explores the practical integration of social media and brand strategy,expanding the application boundary of marketing theory,enriching the literature on social media marketing and unstructured data,and providing a theoretical basis for brand strategies on social media platforms to enhance brand management effectiveness.