The Influence Of Brand Posts' Content Characteristics On Sharing Behavior In Sns

Using SNS to publish brand posts has become one of the important means for companies to conduct online marketing.The traditional brand marketing method depends on the means of "activity + reward + forwarding + review",which often shows the disadvantages of strong instability and low users stickiness,and results in poor marketing effect.It is significant for enterprises to explore which kind of Brand Posts are more attractive to users,which can stimulate their forwarding to improve the marketing effect,and also enhance economic efficiency.At the same time,there are two important factors,individual attitude and related online comments,influence the relationship between brand post features and user sharing behavior,exploring the effects of the two factors on the brand post perception and share willingness can help us understand how to achieve enterprise performance improvement through optimizing brand content or managing related information.This study reviews the relevant research literature.Based on the social cognition theory,the stimulus and response theory model,the attitude ABC theory and the ELM model,constructing a model in which the brand post content characteristics influence users' sharing behaviors,taking into account the individual attitude and online reviews,the study also explores the moderating effects of individual attitudes and relevant online reviews on the research model.By collecting the questionnaire data of 230 social networks users',using variable descriptive statistics,single factor ANOVA and multiple hierarchical regression to verify the relevant research hypotheses.At the same time,this study divides the data samples into the high ambivalent attitude group and the low ambivalent attitude group,using SPSS23.0 to carry on the paired sample T test to explore the differences in the influence of online reviews on different individuals.The research results show that :(1)Three characteristics of the brands,entertainment,relevance,and reliability have a direct impact on the user's sharing behavior.(2)The individual's ambivalent attitude positively moderates the relationship between brand posts' relevance and sharing behavior.(3)The reviews with same positive and negative ratio inhibit the individuals' perception of brand posts' content and their sharing behavior.(4)The impact of online reviews on individuals with different degree of ambivalent attitude was also different,individuals with lower degree of ambivalent attitude show more obvious decline on perception of two characteristics of the brands,interesting and reliable,and also on willingness to share,than individuals with higher ambivalence.