| Innovation is the power source for enterprises to maintain sustainable and high-quality development,and the decision-making and deployment of enterprises will directly affect the innovation vitality of enterprises.Correct strategic decisions can help fully stimulate the competitive power and innovation vitality of enterprises,and ultimately enable enterprises to maintain their longevity in the fierce market competition.However,in recent years,with the development of network technology and the wide application of new media,media reports have an increasing impact on the decision-making and resource allocation of enterprises.On the one hand,the media has paid attention to the supervision of enterprise behavior to a certain extent,and caused enterprises to reduce innovation investment by exerting external pressure on enterprises,thereby hindering the development of enterprises;On the other hand,the media pays attention to promoting the transformation of enterprise innovation achievements,bringing positive incentives to enterprises,and further promoting enterprise technological innovation.In view of the above two phenomena,only by clarifying the influence mechanism of media attention on enterprise innovation can enterprises truly achieve innovative development under media attention,and then become innovative enterprises.This paper conducts empirical research on the impact of media attention on enterprise innovation and the mediating effect of marketing ability between media attention and enterprise innovation.The results show that:(1)on the whole,media reports have a significant effect on enterprise innovation incentives,and positive reports show a stronger incentive effect;(2)The mediating effect of marketing ability is established,and media attention promotes enterprise innovation by strengthening enterprise marketing ability;(3)The more media attention,the stronger the incentive effect on enterprise innovation;(4)Negative news is multi-enterprise,and the marketing ability has a complete intermediary effect,but the media attention has a limited effect on the innovation incentive of enterprises;(5)Media attention has a stronger stimulating effect on the innovation of enterprises with the eastern region,state-owned nature and large-scale attributes.Recommendations for governments and businesses based on empirical analysis.For enterprises,it is necessary to strengthen the cultivation of self-marketing concepts and actively export the company’s information to the outside world;Strengthen the construction of marketing media of the enterprise and generate benign interaction with external media;For the government,it is necessary to improve the Internet system,improve the network governance system and implementation system;Actively guide the development direction of media attention and further stimulate enterprise innovation. |
