The Effect Of Firm Generated Content On User Engagement

The dynamic and interactive characteristics of social media have changed the process of enterprise marketing management,and the collaborative use of social media content and user engagement to maximize the enterprise marketing effect has become an important research topic.Firm generated content(FGC)is the information released by enterprises on social media platforms.Previous studies focused on the influence of the content characteristics of firm generated content on user engagement,but speech is the basic carrier of content,and the speech behavior of content are often ignored.Therefore,around the speech act characteristics of firm generated content,this study has three main research purposes.First,based on the speech act theory,firm generated content is divided into three types: assertion,directive and expression,and the influence of different speech acts of firm generated content on user engagement is explored.Secondly,explore the potential mechanism behind the differences in the influence of different speech acts of firm generated content on user engagement,that is,the intermediary role of self-brand connection.Thirdly,it analyzes the moderating role of brand cultural iconicity in the influence of speech acts of firm generated content on user engagement,that is,whether the influence of speech acts of firm generated content corresponding to high or low brand cultural iconicity on user engagement will change.According to the above research purposes,this study designed three empirical studies to verify.Study 1 uses Sina Weibo as a platform for second-hand data research,with the help of text analysis and logistic regression analysis,to explore the impact of different speech behaviors of firm generated content on user engagement,the results show that the user engagement of expressive FGC is higher than that of assertion and directive FGC.Study 2 is an experimental study of firm generated content in the Chinese context,introducing self-brand connection as a mediating variable.The results show that self-brand connection plays an intermediary role in the influence of speech acts of firm generated content on user engagement,that is,compared with assertive FGC and directive FGC,expressive FGC can significantly enhance self-brand connection,thus improving user engagement.Study 3 is also an experimental study of firm generated content in the Chinese context,introducing brand cultural iconicity as a moderating variable.The results show that the mediating effect of self-brand connection in the impact of firm generated content speech behavior on user engagement is affected by brand cultural iconicity.Specifically,compared with brands with high cultural iconicity,brands with low cultural iconicity have lower self-brand connection.At this time,compared with assertive FGC and directive FGC,expressive FGC will significantly enhance self-brand connection,thus increasing user engagement.Compared with brands with low cultural iconicity,brands with high cultural iconicity have higher self-brand connection.At this time,there is no significant difference in the influence of speech acts with different content on self-brand connection,and then on user engagement.On the theoretical level,the conclusion of this study enriches the cross-domain research of firm generated content and psycholinguistics,and expands the research results of firm generated content based on speech act theory.At the same time,in practice,it provides scientific suggestions for enterprises to lay out social media marketing and scientifically plan the content generated by enterprises.