A Comparative Study Of Brand-related User-generated Content On Different Social Media

As China develops continuously, the number of internet-users increases, the popularity rate of internet ups constantly, and the internet is becoming increasingly independent. People carry out their daily work, study, entertainment and social activities mostly by the internet. Under such circumstance, social media comes into being and develops swiftly. With the improvement of the function of social media, enterprises start to carry out E-Marketing by social media in order to boost sales and build solid relationship with customers, and consumers begin to take part in it proactively rather than receiving passively, which produces large amount of user-generated content(UGC). However, different social media vary significantly, which brings enterprises many problems when executing E-marketing strategies, thus not achieving the initial goal. As to this problem, the theory is insufficient and thus cannot effectively lead enterprises to choose suitable social media and set out effective E-marketing strategies. So, from the perspective of UGC, this paper intends to analyze the difference of UGC produced by different social media, and gives further guidance for enterprises to choose different social media for E-marketing.Firstly, the paper reviews documents related to social media and UGC, and gets assessment dimensions for brand-related UGC based on conversations with several scholars and social media users. The dimensions are respectively Number; Quality: brand centrality, information factualness, interactivity and popularization; Attitude: positive, negative, neutral and not clear. Secondly, the paper collects UGC related to Xiaomi and Meizu respectively on Weibo, Renren and Youku, and then encodes these materials by content analysis, then the data comes out. Thirdly, these data are processed with statistical software by descriptive statistical analysis, one-way ANOVA and multi-way ANOVA. Then it comes out the conclusion:firstly, brand-related UGC on different social media differs significantly on number, quality and attitude; Secondly, different E-marketing strategies would have influence on the number, quality and attitude of brand-related UGC. These conclusions offset the deficiency of theory on this problem; and are also practically significant for enterprises to choose suitable social media for E-marketing. In the end, this paper involves the boundedness and direction of this research.