Research On The Influencing Factors Of Enterprise Microblog Forwarding Effectiveness Based On Content Features

Due to its convenient information dissemination,strong interaction and wide dissemination speed,Weibo platform is more and more favored by enterprises and has become one of the most important positions for many enterprises to choose to carry out marketing activities.How to make microblogging content attractive to the audience and measure the marketing effectiveness of microblogging is an important issue that enterprises must consider while conducting microblog marketing.At the same time,it has also become the focus of academia and industry.At present,there is still no systematic research on how most enterprises publish content that can attract audiences and how to evaluate the effect of microblogging marketing.This article will explore the content of Weibo content and the measurement index of Weibo marketing effectiveness Research,the main research work include:(1)From the perspective of influencing factors and forecasting algorithms of the microblogging marketing,using the forwarding status of Weibo as an index to measure the marketing effectiveness of Weibo,we use the predictive algorithm to construct a model to predict the forwarding status of Weibo information Further analysis of marketing effectiveness of microblogging,so that the research results are quantified,easy to observe,more convincing.(2)With the help of content marketing theory,the paper analyzes the influencing factors of the microblog marketing of enterprises.Specifically from the content characteristics of the microblogging,microblogging performance characteristics,weibo time characteristics of these three types of factors,subdivided into 11 second-level factors.Taking forwarding as the dependent variable and eleven second-level factors as the independent variable,this paper puts forward the theoretical model of influencing factors of marketing effectiveness of micro-blog based on this model,and uses the information gain method to extract the optimal features.The results of the study clearly defined the impact of each secondary factor,which provided reference for the enterprises to take targeted measures.(3)Combining support vector machine algorithm to establish forwarding forecasting model based on the selected optimal features.Taking microblogging microblogging of Xiaomi mobile phone in Sina microblogging platform as the datasource,the comparative experiments between the feature set and the full feature set that have a great influence on the forwarding status are selected respectively.The results show that the method used in this paper can effectively filter out the optimal feature set,which further reveals the relationship between the text characteristics of microblogging and marketing effectiveness,and puts forward some suggestions to help enterprises improve the marketing effectiveness of Weibo platform Strategy.The conclusions drawn from the studies on the influential factors of the marketing effectiveness of Weibo have a positive effect in enriching the application of content marketing theory in Weibo marketing.In addition,in the process of microblogging marketing,we can also use the quantitative prediction method we used in this paper to probe the microblog with high forwarding rate,so as to design the microblog content according to the characteristics that affect the deepest forwarding behavior.Thereby enhancing the marketing effectiveness of microblogging companies to promote their product sales.