Research On The Influence Of Content Generated By Online Social Media Enterprises On Short-Term Earnings

With the development of the network society,social media has gradually become a new channel for enterprises to communicate with consumers and release important business information.Enterprises usually communicate with users by creating content on different topics,such as products,rewards,work,achievements,emotions and benefits.These enterprise generated content become the bridge of communication between enterprises and users,greatly facilitate users to understand the product,and have an impact on consumer behavior.In the fields of transportation,tourism,music and so on,scholars have deeply studied the internal mechanism of the influence of corporate-generated content on consumer behavior in the context of social media,but few have studied how enterprises should release corporate-generated content with emphasis to idealize the communication effect.When enterprises use social media for marketing,it allows enterprises to quickly promote new products to the target market at a low cost,reach key users and potential customers,and make profits from it.This thesis explores the relationship between the generated content of enterprises and the short-term performance of enterprises.In order to enrich the research system of social media marketing,this thesis,based on the ELM theory,classifies the features of the generated content of enterprises,establishes a fine-grained feature index system,distinguishes the different levels of user involvement,and uses its scale to evaluate the effect of enterprise micro-blog communication.Taking the content of the official microblog of Flying pigs as the research object,the research data were analyzed,and the communication effect of each type of characteristic content was investigated from the two aspects of aggregation and independence respectively.Secondly,starting from signal transmission theory and social capital theory,this thesis introduces the mediating role of enterprise online social capital in the context of social media.Study the impact of the generated content on the short-term performance of the firm.Taking tourism products as the research object,this thesis analyzes the content released by Ctrip’s official Weibo account.The results show that useful content and promotional content have a positive effect on user involvement behavior,and can be used as a strong signal to consumers,which can directly bring more sales revenue to enterprises.Rich content has a positive impact on the communication effect of enterprises’ Weibo,but it cannot directly affect the revenue of enterprises.Interactive content and interesting content can only trigger low-level involvement behavior of users,and as soft content not directly related to products,it will not improve enterprise performance.Moreover,enterprise online social capital plays an effective intermediary role in the process of enterprise content generation,which not only enhances the persuasive effect of informational content,but also weakens consumers’ potential aversion to soft content.