Research On User Generated Content Of Virtual Brand Community On The Influence Of Participation Behavior

Virtual brand communities,such as Xiaomi Community,allow users to interact with companies on pages managed by them.Users can generate content by publishing information,and other users can participate in content through the community's participation function.Although these User-generated content and related engagement behaviors play an important role in the enterprise,user-generated content contains userpublished comments and user-posted posts,existing research has not distinguished and understood them well.Therefore,this article through to the Xiaomi Community Data multi-aspect empirical analysis,has carried on the discussion to this part.First,this article conceptually distinguishes comments and posts in user-generated content through literature research,and find that there may be differences in their impact.Then,based on the research of online reviews,this article divides the valence of user posts on the Xiaomi community into positive valence,negative valence and neutral valence,since less research on content categories of user-generated content,this article has identified 7 content categories based on grounded theory,including positive evaluation,quality complaints,social complaints,price complaints,user consultation,user suggestions and irrelevant information.Finally,this paper examines how the valence of a post(i.e.,whether a post has a positive or negative impact on the relevant product or service)and the content(i.e.,what is a post about)affect user engagement behavior,measure engagement by the number of likes and comments received on posts,and add control variables including text length,user activity,post context,and product category based on previous research,to increase the reliability of research results.The main conclusions of this study are as follows:(1)the posts in the virtual brand community and the comments on online shopping sites are two different User-generated content.(2)In the virtual brand community,users ‘likes and comments are two different kinds of participation behaviors,so the effect of post's valence on likes and comments is also different(3)In virtual brand community,the effect of post's valence on users ‘participation behavior is different,posts with positive and negative valence received more likes,posts with positive valence received fewer comments,and posts with negative valence had little effect on the number of comments.(4)In the virtual brand community,posts that have the same valence but different content types have different effects on user participation behavior.Quality Complaints,social complaints and price complaints with negative valence have different effects on participation behavior,and posts that are social complaints get more likes than those that are quality complaints and price complaints,and the number of likes received by price complaints was greater than that received by quality complaints;the number of comments received by social complaints was less than that received by quality complaints and price complaints,and quality complaints receive more comments than price complaints.