The Effects Of Message Strategy On Consumer Engagement In The Context Of Internet Celebrity Economy

With the rapid development of online social media,the Internet celebrity economy is growing fast.However,the problem of information explosion reduces the information concentration of online advertising information.At the same time,the consumer behavior path of online shopping has been transformed into the behavior path of reaching the user,causing the user to identify and actively participate in the active sharing and diffusion,so as to pull more potential consumers into the process of purchasing behavior.Internet celebrity economy has changed from focusing on the number of users into the quality of users.Consumers' spontaneous action and participation can bring higher benefits than direct monetary value.Therefore,this research explores the impact of information strategy on consumer behavior participation under the Internet celebrity economy,and provides guidance and development suggestions for the development of the industry.This research is expanded from the following aspects:(1)Based on the attention economy theory and the theory of consumer purchase behavior,this research puts forward a model of influencing factors of information strategy on consumer action participation.(2)Taking the blog information and interactive data released by Weibo celebrities as the research sample,the data are collected and text mining is carried out to quantify the indicators.(3)This paper constructs a multiple regression model through empirical analysis,compares the different effects of text information strategy and non text information strategy.It takes into account the moderating effect of blogger category.It uses principal component analysis,necessary condition analysis and other methods for exploratory research.The results show that:(1)Attribute information strategy,interactive information strategy and experience information strategy have a strong positive impact on users' like,comment and reposting behavior respectively.(2)For non text information strategy,additional pictures or videos have a significant positive impact on consumers' action participation behavior,while the impact of publishing time density,blog sentiment tendency,participation topic and mentioning others is weaker.(3)Blogger category can significantly adjust the impact of attribute information strategy,interactive information strategy and experience information strategy on consumers' likes,comments and reposting behavior.(4)The fans count is the most necessary condition for promoting like behavior.And the combination of different information strategies is the necessary condition for promoting comment and reposting behavior.On the theoretical shelf,this research provides a new breakthrough in the field of the impact of information strategy on consumer engagement behavior based on the Internet celebrity economy.And it demonstrates the important influence of different information strategies,and explores the necessity of different information strategies.At the same time,in the actual background of the Internet celebrity economy,it can provide the reference of information strategy combination for the quality improvement of KOL production content,provide strategic suggestions for the industry enterprises to keep up with the industry change,and innovate the strategic layout for the industry development,so as to improve the multi-party economic benefits.