The Influence Of Social Media Anthropomorphic Clues On Consumer Engagement

The important feature of social media marketing is that enterprises present brand-related information in a personified way.With the development of new media,more and more enterprises use a variety of personification strategies to publish blog posts on their own official account to enhance their brand image.Through combing the relevant literature of social media and personification,this study found that the personification clues of social media mainly include two kinds:one is visual personification clues,that is,adding brand personification visual image to the picture;The second is the language personification clue,that is,the enterprise blog is described in the first person personification communication way.Scholars have been involved in the research of personification strategies in brand communication.Although the existing research conclusions show that personification helps to improve consumer participation,most of these conclusions come from laboratory data.More importantly,these studies have failed to explore the differences in the impact of visual and linguistic anthropomorphic cues in social media brand communication.Due to the diversity and difference of personification clues,different personification clues will stimulate consumers to generate different cognitive paths,which makes the following confusion in corporate brand communication: Is the personification strategy really effective?Are there differences in the effects of the two anthropomorphic cues? How and under what content can we use what anthropomorphic clues to achieve higher consumer participation? In addition,through combing the relevant literature of social media content marketing,this study found that FGC(enterprise generated content)in social media mainly includes information center content and emotion center content.The dual processing theory believes that the characteristics of FGC will affect the information processing mode of consumers,which will make consumers differentiate the two types of information content.In view of this,this study focuses on the interaction and internal mechanism of the anthropomorphic cues and FGC types on consumer participation in social media communication,so as to provide more targeted theoretical guidance for the brand communication of enterprises on social media.Based on the dual processing theory,this study examines the differential effects of two types of social media anthropomorphic cues(visual anthropomorphic cues and verbal anthropomorphic cues)on consumer participation from cognitive and emotional perspectives,and incorporates FGC types(information center content and emotional center content)into the research model to explore the interaction effect and internal mechanism of anthropomorphic cues and FGC types on consumer participation.For this reason,this paper crawls the second-hand data of Sina Weibo,uses machine learning method to conduct text analysis to find two kinds of anthropomorphic clues and FGC types in enterprise blog posts,and uses Stata software to carry out regression analysis on the impact of anthropomorphic clues and FGC on consumer participation.In order to improve the internal validity of the conclusions of this study,this paper further uses the situational experiment method to verify the relationship between the above variable.Therefore,this study draws the following conclusions:(1)The two anthropomorphic cues of social media have a significant positive impact on consumer participation.(2)Social media personification clues and FGC have significant interaction effects on consumer participation.Specifically,the use of visual anthropomorphic cues for information center content has higher consumer participation;There is higher consumer participation in the use of language personification clues for emotional center content.(3)Information credibility mediates the influence of visual anthropomorphic cues on consumer participation under the information center content;Emotional arousal mediates the influence of linguistic anthropomorphic cues on consumer participation under the emotional central content.This study expands the theoretical research of personification and social media content marketing,and provides theoretical guidance and practical reference for enterprises to adopt personification marketing strategies in social media.