With the increasing use of social media in daily life,its application in corporate marketing has gradually popularized.Foreign use and studies on social media on marketing started earlier and have more results than domestic ones.Chinese researches on corporate social media marketing are relatively weak,especially in the field of B2 B context.Therefore,the guidance provided by existing literature for marketing practices is limited,and marketers are not clear enough about how to improve the effectiveness of social media marketing.Based on above background,this study starts from the content level of social media marketing and explores the differences between the use of social media marketing content strategies in B2 B and B2 C enterprises and the content strategies that can effectively improve marketing effects under different business backgrounds in order to provide more specific and operational suggestions for marketers.WeChat official accounts of Fortune Global 500 companies and Fortune China 300 companies are taken as sample resources and articles of one entire week of these accounts are taken as samples.Based on use and gratification theory,this research discusses how originality,richness,brand strategy and content appeals meet the need of user and encourage them to interact with content,which can influence the popularity of social media content.The results indicate that the role of links,corporate brand names,and positive emotional appeals differs between B2 B and B2 C context.B2 B messages can receive more likings than B2 C messages by using links,corporate brand names and positive emotional appeals.For each business model,content strategies have different influence on foreign and domestic enterprise.Enterprises in different business contexts should adopt different social media content strategies to improve marketing effectiveness in a targeted manner. |