The Influence Of Cross-platform Firm Generated Contents On Brand Sales

In the new era of Internet and social media development,corporate marketing methods have also undergone earth-shaking changes.Marketing through social media platforms has become one of the main marketing methods for enterprises.The company publishes a large number of products and services on the social media official account page,which are caled firm-generated content by the academic community.The content generated by the firm is different from the advertisement in the traditional sense.It can be a soft text,an activity promotion,and a product promotion.At present,academic research mainly focuses on the impact of usergenerated content on consumer behavior.There is little research on firm-generated content itself,and there is no uniform measurement standard.Therefore,in order to enrich the research on firm-generated content and provide theoretical guidance for enterprises to conduct marketing activities on social media,this study starts from the content generated by firms,studies the impact of firm-generated content on brand sales,and the sustainability of the impact of firm-generated content on brand sales.Different social media platforms affect the differences and so on.This paper uses the construction of dynamic panel model for research.The three indicators of receptivity,vividness and valence are used to measure the firmgenerated content,and the empirical research is carried out by using the data of Weibo and WeChat two social media platforms and Tmall e-commerce platform.The research results show that the firm generated content on both Weibo and WeChat platforms has a positive impact on brand sales.Among the three measures of firm generated content,the receptivity impact on Weibo is more obvious,and the valence impact on WeChat is more Obviously;the positive impact of firm-generated content on brand sales can last for five periods.At the same time,the research also found that the number of firm-generated content and product types have a significant impact on brand sales.Therefore,enterprises should propose different social media marketing methods in a targeted manner,reasonably set the release time,release more product news within the effective time as much as possible,and improve the marketing effect of the enterprise.