论文部分内容阅读
随着越来越多的用户使用微博等社会化媒体,出现了大量在线用户生成内容(UGC),其中与企业品牌相关的用户生成内容能够为企业带来价值。因此,企业如何利用社会化媒体增加在线用户生成内容是学术界和业界关注的热点问题,然而这方面的研究仍非常有限。本文基于Dichter口碑产生动因理论和使用满足理论,从品牌社区的角度研究企业微博生成内容(MGC)对UGC的影响机制。本文收集了28家企业78天内发布的7 916条微博及其2 364 810条转发和评论,以及用户发布的与品牌相关的2 834 731条微博,采用负二项式回归模型对数据进行了分析。实证分析发现,企业发布的微博数量和回复数量不仅能够引发用户的转发、评论,而且能影响用户主动发布与品牌相关的内容,即增加用户原创UGC。此外,用户转发和评论,尤其是回复性评论和认证用户的转发,也能显著地影响用户原创UGC。本文的研究结论对企业微博运营具有指导意义。
As more and more users use social media such as Weibo, there has been a tremendous amount of online user generated content (UGC) in which user-generated content related to the corporate brand can bring value to the business. Therefore, how to use social media to increase the content generated by online users is a hot topic in academia and industry. However, the research in this field is still very limited. Based on the motivation theory of Dichter’s word-of-mouth and the theory of using satisfiability, this paper studies the impact mechanism of enterprise microblogging generated content (MGC) on UGC from the perspective of brand community. This article collected 7 916 Weibo and its 2 364 810 repostings and comments published by 78 companies within 78 days, as well as 2 834 731 weibo-related brand-related microblogs. Data were analyzed using a negative binomial regression model Analysis. Empirical analysis found that the number of microblogging enterprises released and the number of responses not only can trigger the user’s forwarding, comments, but also can affect the user’s initiative to publish brand-related content, that is, increase the user’s original UGC. In addition, user forwarding and commenting, especially responsive comments and forwarding of authenticated users, can also significantly impact user-initiated UGC. The conclusion of this paper is of guiding significance to the microblogging operation of enterprises.