Research On The Effect Of Enterprise Social Network Communication Based On Infoemation Content Perspective

The world-wide spread of social networking influences profoundly on the reconstruction of society,culture and ideas.It invokes users'awareness of sharing.More and more people are willing to share products or services they accepted.It promotes the transformation of marketing paradigm and has a crucial impact on the information transmission and mode of enterprises.Through the information content,research on communicative effect of social network reveals its essence.According to the relevant theories of enterprise social network information dissemination,this paper suggests that the enterprise marketing system covers three major systems:marketing subject system,enterprise product and service system and target market master system.Information dissemination is the focus of implementing corporate marketing in social network environment,among which the effect is a guiding indicator for evaluating the quality of corporate information content.In this context,this article takes Sina Weibo as the data collection platform,and the selected research object is Xiaomi mobile phone official website Weibo,using the grounded theory method to mine the theoretical model of corporate social network communication effect based on information content.Then it based on the theoretical review of the scale,the paper,forms a questionnaire,carries out the next step of data collection,and then uses SPSS20.0 and AMOS20.0 software to process the data,through descriptive statistical analysis,reliability and analysis of validity and correlation to analyze the relationship between the test variables,and uses the structural equations to test the relevant hypotheses of the model,so as to verify the specific effects of each factor on the propagation effect.The results show that seven variables in the two categories including information quality(richness,accuracy)and information characteristics(interesting,sharing,targeting,interest,personality)have an important impact on the attitudes of potential consumers.In other words the effects of social networks(including cognition,emotions,intentions),and their effects vary.Finally,from the perspective of the information content,the promotion of social network communication effect should implement the strategy,that is,improving the communication effect from the content and path of the corporate social network,so as to play a guiding role in the marketing practice of the enterprise.