Research On The Influence Of Enterprise Information Content On Consumer Information Sharing Under Social Media

With the rapid development of information technology,the emergence of new media has brought great changes to people's life.The advantages of mobileization,personalization and interaction of social media are not only the main tools for consumers to obtain information and meet social needs,but also become an important platform for enterprises to establish contact,communication and brand marketing with end consumers.How to use the social media platform,the establishment and maintenance of consumer relations is essential.And the enterprise through the official account of the information content is an important way to establish a brand relationship with consumers,through the "fan" of the power to achieve the sharing of corporate information content is the enterprise to enhance the brand's influence and competitiveness of fast and effective way.In general,information content plays a key role in the success of enterprise information content,which is more informed,spread and Shared by more consumers.In order to enable enterprises to formulate specific and targeted brand promotion strategies for consumers based on their own industry,product or service characteristics.This paper studies the relationship between the characteristics of enterprise information content and the sharing of consumer information by combining the characteristics and advantages of social media development and the combination of "S-O-R" theory.In order to adapt the social media brand marketing trends,aimed at enterprises in the social media platform for brand information content marketing to provide reference.In this paper,the brand content for the former to stimulate the variable and the enterprise information content is divided into four observed variables,are respectively the contents of the information professional,reliability,interesting and interactive.Introducing brand trust and brand attachment as an intermediary variable to establish a research model of enterprise information content for consumer information sharing.Through the questionnaire survey,using AMO17.0 and SPSS22.0software to carry out hypothesis testing,trying to get the results from the study of social media marketing to provide effective countermeasures and suggestions.The results show that the professionalism,reliability,interest and interaction of enterprise information content have positive influence on consumer brand trust and consumer information sharing.The professionalism,reliability and interaction ofenterprise information attachment have positive influence on consumer brand attachment.Brand trust and brand attachment in the enterprise information content characteristics and consumer information sharing plays a part of the intermediary role.Finally,this paper puts forward three aspects of marketing strategy for enterprise social media marketing,one is to improve the quality of information content and cause users attention and communication;the second is to pay attention to the interaction between users,and actively mobilize the user's participation;Third it is to grasp the notion of information content,control information in the direction of public opinion,finally,It is hoped that the research of this paper will help the enterprises to provide social media marketing to help.