Research On The Impact Of Enterprise Social Media Content Marketing On Consumer Participation Behavior

With the development of mobile internet technology,social media has grad ually occupied people's lives and become the main tool for consumers to obtai n information and meet social needs.At the same time,it has become an imp ortant platform for the interaction between enterprises and consumers.On social media platforms,interactive participation with consumers has become a very i mportant marketing task,and content marketing has therefore become a very m ainstream way for enterprises to conduct online marketing.Enterprises frequentl y output valuable content on social media platforms,realize the widespread dis semination of their information content through the power of "fans",guide con sumers to participate in the company's marketing activities,and achieve the pur pose of attracting traffic for the company and increasing brand awareness.Based on the "SR" theory and content marketing as the antecedent variabl e,this article divides the company's social media content marketing into four o bservation variables,namely content practicability,accuracy,fun and interactivit y,and consumer participation.Behavior is a response variable.From the three dimensions of consumer participation,contribution participation and creative par ticipation,a research model of the impact of content marketing of corporate so cial media on consumer participation behavior is established.Through questionn aire survey,using AMOS21.0 and SPSS22.0 software to conduct hypothesis test ing,trying to provide effective countermeasures and suggestions for the compan y's social media marketing from the results of the research.The results show that the practicability and accuracy of information contented po sitive impact on consumer participation,contribution participation,creative participa tion behavior.While the interesting and interactive of information content positive im pact on consumer participation,contribution participation.From the regression result s,the practicality of information content is the most important influencing factor of c onsumer participation and creative participation,while the interaction of informatio n content is the main influencing factor of contributing participation.Finally,based on the results of empirical research,this article proposes four relevant marketing revelations,and finally reflects on the shortcomings of this research,and put s forward prospects for future research.