湖北文理学院学报2024，Vol.45Issue(11)：66-74,9.
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
摘要
Abstract
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.关键词
企业生成内容(FGC)/主流产品/利基产品/用户参与/产品类型Key words
Firm-Generated Content(FGC)/mainstream products/niche products/user participation/product type分类
管理科学引用本文复制引用
赵洁,霍俊征..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[J].湖北文理学院学报,2024,45(11):66-74,9.基金项目
安徽省哲学社科项目(AHSKY2021D15) （AHSKY2021D15）
