The Impact Of Corporate Social Media Information Characteristics On Social Media Performance

With the rise and development of social media,social media marketing strategies have become an important part of corporate marketing strategies.Companies establish official accounts on social media platforms and publish marketing information to achieve their marketing goals.User sharing,interaction,and likes are important corporate social media marketing performances.Users share their comments,likes with corporate information to express their recognition and love.In order to obtain better social media performance,managers of corporate social media official accounts plan social media content and schedule release time.How to arrange daily release time and content of corporate social media managers has become an important issue for corporate social media marketing.The company formulates a social media publishing strategy.The company's official social media account determines the type of content to be published and the time of publication.Reviewing relevant research at home and abroad,this article builds a research framework on corporate social media content publishing strategies based on working memory theory,arousal theory,and self-cognition theory,and explains how publishing time,content type,content vividness impact social media marketing performances.This article conducts an empirical study on the data published on social media accounts of 20 companies within one year.By establishing a regression model and using econometric software Stata.13 to deal with the experimental data and get the following conclusion.(1)The time of publication has a significant impact on the effectiveness of corporate social media content,and the timing of content release is important.Compared to the afternoon and evening,the information published in the morning has better social media performance and gets more likes,retweets and comments.(2)Content characteristics have a significant impact on the effectiveness of corporate social media content,positive emotional content and content vividness have a positive impact on retweets,comments and likes,and cognitive processes have a positive impact on retweets and likes.(3)The impact of corporate social media content types on social media performance has a time effect.Positive emotional content posted in the morning is more likely to trigger retweets;positive emotional content in the morning and evening is more likely to trigger likes.Posting negative emotional content in the evening is more likely to trigger retweets than in the afternoon;negative emotional content in the morning and evening is more likely to trigger comments.Cognitive process content in the afternoon and evening is more likely to trigger comments;cognitive process content posted in the evening is more likely to trigger praise than in the morning.(4)The vividness of corporate social media content has a time effect on social media performance.The effectiveness of vivid content posted by companies on retweets and likes is most effective in the morning,second in the evening,and lowest in the afternoon;vivid content posted in the morning can trigger user comment behavior more than it is posted in the afternoon and evening.Finally,This paper discusses the practical significance and theoretical contributions of this empirical study and the future research directions.