| At present,with the rapid development of the Internet and smart mobile terminals,mobile social media marketing occupies a very important position in the marketing activities of enterprises.As a result,social media users have more convenient and faster information dissemination channels and interactive communication channels.Simultaneously,consumers are no longer just playing a transactional role for companies.Due to the convenience of communication,various companies hope to encourage users to achieve customer engagement through relevant means,and encourage users to participate in marketing activities,product development and after-sales services.So that,companies can increase sales and form a sustainable competitive advantage.Therefore,exploring how mobile social media marketing affects customer engagement is great significance to companies.Because,it can help companies with social media marketing and customer relationship management.However,in existing research,most scholars generally believe that customer engagement is generated on the basis of a high degree of emotional attachment of customers to products or brands.And it is important for customer purchasing behavior,brand loyalty,brand equity,and communication willingness.Actually,customer engagement is also can driven by external interests in social media marketing activities.Existing research pays less attention to this kind of customer engagement.Therefore,this research explores the mechanism of action of mobile social media marketing information characteristics on customer engagement from both rational and perceptual aspects.At the same time,perceived value is introduced as an intermediary mechanism to explore the relationship between marketing information characteristics and customer engagement.It is hoped that this research can provide corresponding ideas for corporate social media marketing and customer relationship management.This study combs and reviews the literature related to the three variables of mobile social media marketing,perceived value and customer engagement.So that,this study divide the characteristics of marketing information in mobile social media into four dimensions: information,relevance,interactivity and entertainment.The purpose is to explore the internal mechanism by which marketing information characteristics affect rational customer engagement and emotional customer engagement through customer perceived functional value and perceived emotional value.The model and hypothesis of this research are put forward on the basis of theoretical analysis.At the same time,this study also developed a corresponding questionnaire and carried out a questionnaire survey.After recovering the questionnaire data,this study used data analysis software and sample data to conduct analysis and hypothesis verification.The results show that:(1)The information,relevance and interactivity of marketing information in mobile social media can significantly affect users' perceived functional value.At the same time,interactive and entertaining information significantly affects the user's perceived emotional value.However,the relevance has no significant impact on the user's perceived emotional value.(2)Perceived functional value has a significant impact on rational customer engagement.At the same time,perceived emotional value has a significant impact on emotional customer engagement.(3)Perceived functional value plays an intermediary role in the influence of information,relevance,and interaction on rational customer engagement.Meanwhile,perceived emotional value plays an intermediary role in the influence of interactivity and entertainment on emotional customer engagement.However,the mediating effect of emotional value between relevance and perceptual customer engagement is not significant.(4)Emotional customer engagement has a positive impact on rational customer engagement. |
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