The Influence Of Social Media Content Marketing On Brand Health

In recent years,the widespread application of social media in various fields has drawn great attention from the academic community.With the continuous optimization and development of network technology,marketing managers have noticed the benefits of communication and interaction between enterprises and consumers,so they have started to use social media as a new marketing tool for brand activities.The information that companies share through social media is mainly to attract consumers to participate in brand interactions by delivering valuable content.Social media content marketing can play an important role in this process.Content marketing that conveys brand and product information has gradually become a strategic choice for most enterprises.At the same time,brand health is the online audience's evaluation of brands and products,which is crucial in measuring long-term brand awareness and improving brand equity.At present,some scholars have suggested that social media content marketing can improve brand health,but its mechanism of action has not been clearly defined.In the buyer's market structure,consumers are not only seen as buyers of the enterprise,but also as co-creators of the enterprise value.Along this line of thinking,the role consumers play in improving brand health cannot be ignored.Therefore,in this study,when clarifying the relationship between social media content marketing and brand health,based on the theory of relationship marketing,the mediator variable of customer engagement was introduced for verification.Based on the above reasons,this research will focus on the following two aspects:The main types of content published by brands on social media platforms and the mechanism of content marketing on brand health.Based on this,The main content of this paper are as follows:Firstly,this paper sorts out domestic and foreign literatures on social media,content marketing,and brand related research,combines Use and Gratification Theory and the main characteristics of Weibo to divide content marketing into informational content,entertainment content,and reward activity content.Secondly,it explores the mechanism of content marketing on brand health,sorts out the connotation and dimensions of customer engagement,constructs a theoretical model of "content marketing-customer engagement-brand health",and explores the moderating role of brand attachment.Finally,a questionnaire survey was used to collect data and verify related hypotheses and theoretical models.The empirical results show that informational content,entertainment content,and reward activity content have a significant positive impact on customer engagement,and customer engagement has a positive impact on current brand health well-being and brand resistance.Customer engagement depends on the content marketing and brand healthy relationships play a midiation role.Brand attachment negatively moderates the relationship between customer engagement and brand health.This research enriches the theoretical system of brand health,provides strategic guidance for companies to understand the effectiveness of content marketing,and provides reference for companies to use social media to improve brand health.