Research On The Effect And Influence Mechanism Of Weibo Interaction On Business Performance

Nowadays,with the continuous progress of "Internet +",people's access to information and habits are also constantly changing.Social media is quietly entering the mainstream information platform and continues to affect people's lives.After the rapid development of domestic social media platform,Weibo has become the most active,the largest number of users and the most influential social platform in China.Enterprise Weibo arises at the historic moment,and more and more enterprises are scrambling to enter and open up new marketing fields.There are relatively many literatures on the impact of Facebook information on business performance abroad,while in China,more emphasis is placed on the normative research on the function of Weibo,and less empirical research on the impact of Weibo interaction on business performance.Therefore,it is of great theoretical and practical significance to understand how Weibo affects the business performance of enterprises from the perspective of interaction.This study collects the operating performance information of Shanghai Index and Shenzhen Index companies from 2016 to 2019,and matches the data of Weibo interaction.In this paper,the research hypothesis is tested by static and dynamic panel data analysis.The results show that the number of Weibo interactive comments has a significant promoting effect on business performance,and the more the number is,the more obvious the effect is.The emotional potency of comments also has a significant impact on business performance,and positive comments can bring business performance growth.In addition,this paper also studies the language style of Weibo interactive comments,such as the number of words and the authenticity of comment content.The study found that the word number and authenticity of Weibo interactive comments have no significant impact on business performance.Based on self-perception theory and social influence theory,this paper puts forward relevant hypotheses and makes empirical research.The innovation of this paper mainly lies in the following two points: first,with the help of big data method with strong innovation,high maturity and high complexity,combined with artificial intelligence text analysis technology,this paper makes a qualitative and quantitative analysis of Weibo interactive data to provide strong empirical results for this paper.Secondly,this paper provides a preliminary modeling method for the impact of Weibo interaction on business performance,which is significantly different from the traditional performance evaluation methods such as return on investment(ROI).It provides reference advice for corporate marketing strategies such as social media strategy,and enriches the research perspective on the impact of social media marketing such as Weibo on business performance.