Research On The Impact Of Brand Name And Content Type On User Engagement In The Context Of Social Media

With the development of social media,how to attract consumers to engage through this channel is still a challenge for companies.Previous studies have shown that the content of brand information on social media affects consumers’ interactions with brands.Therefore,from the perspective of language style,this study focuses on the language style used in the interaction between brands and consumers.When social media is highly developed,it is common for companies to use brand nicknames in official channels.Therefore,this study focuses on the influence of different brand name types and content types,and proposes the following research questions: Are companies using brand nicknames or formal brand name? Will there be a scene restriction on the use of name? And what is the psychological mechanism behind the phenomenon? Through the data analysis of secondary data analysis and experimental research,using different social media platforms and product categories,this paper shows that the influence of brand name type on consumer engagement is moderated by content type,and brand name and content type have a significant impact on consumer engagement and language typicality.In entertainment content,the use of brand nicknames(vs.official brand names)increases user engagement,and language typicality plays a mediating role.However,in informational content,the use of brand nicknames and official brand names has no difference in user engagement.Theoretically,the research focuses on the factors affecting user engagement from the perspective of language style and expands the related research on language typicality.The study has practical significance for companies’ content marketing.It guides companies to publish content in social media from the perspective of language style and clarifies the context of nickname use.