The Impact Of Social Media Interaction On User Engagement

With the development of Internet technology and smart mobile devices,more and more users are gathered on social media platforms.To connect with users,companies have settled in mainstream social media applications such as Weibo,Facebook,Twitter.Existing research on social media interactions mainly focuses on interaction content and characteristics have an impact on user engagement followed by utilizing retweets,comments and likes to measure.However,it's divergent that whether interaction content and interactive features will affect user participation.Therefore,this article divides the interaction content into instrumental interaction and social interaction and divides the interaction features into URL,pictures and videos and hashtag to explore the impact of different interactive content and interactive features on user engagement.In addition,the role of interaction between interaction content and characteristics on engagement is also examined,and the product type variable is introduced to examine the moderating effects.This article uses octopus crawler software to capture the content of Weibo from 34 brands in ten industries of "China Brand Network",screens out 993 brand Weibo content,test the research hypothesis by Poisson regression.The results found that instrumental and social interactions promote user engagement.There are different results about the impact of web links(URL),pictures or video,hashtags on user engagement: URL negatively affect users engagement and pictures or video,the hashtag part positive promote user engagement.In addition,the research also pointed out that the interactive effect between content and features will have an impact on user participation,and it is found that the impact of interactive content and interactive features on user participation will vary depending on the product type.This research has certain theoretical and practical significance.In terms of theory aspect,firstly,this article constructed relationship model between social media interaction and user engagement,in order to explore the effect of different types of interactive content and interaction features on user engagement.Secondly,the research practically considers the interaction between interactive content and interactive features.And the product type is introduced as a moderator to examine the differential impact of interactive content and interaction characteristics on user participation under different product types.In terms of practice aspect,combined with the research results,we propose management recommendations: on the one hand,enterprises should confirm specific goals and plan suitable content when operating Weibo;on the other hand,in the process of interacting with users,companies should pay attention to mastering communication skills to avoid counterproductive.