The Influencing Mechanism of Brand Tweets on User Engagement on Social Media Platforms:An Empirical Test Based on Image Data and Text Data

PDF(1276 KB)

Journal of Central University of Finance & Economics ›› 2024, Vol. 0 ›› Issue (12) : 118-128.

WANG Yi, ZENG Ao-yu, Zhu Rui

Author information +

History +

Abstract

The influencing mechanism of user participation through brand tweets on social media platforms, means the way enterprises publish brand tweets via official accounts to stimulate user engagement and bolster marketing effectiveness.Grounded in information processing theory and user participation theory, and drawing on relevant literature, a research model is constructed to understand how brand tweets on social media platforms affect user participation.The study employs effective image and text data from official brand tweets on the Sina Weibo platform as the empirical sample, testing the influence of significant characteristics on various user participation behaviors and the direction and magnitude of this influence.The findings confirm the intrinsic correlation hypothesis between the impact of brand tweets and user engagement.By integrating research from psychology, aesthetics, and communication, this interdisciplinary study explores the practical integration of social media and brand strategy, expanding the application boundary of marketing theory, enriching the literature on social media marketing and unstructured data, and providing a theoretical basis for brand strategies on social media platforms to enhance brand management effectiveness.

Key words

Brand tweets / User engagement / Social media platform / Image feature / Text feature

Cite this article

EndNote

Ris (Procite)

Bibtex

Download Citations

WANG Yi, ZENG Ao-yu, Zhu Rui. The Influencing Mechanism of Brand Tweets on User Engagement on Social Media Platforms:An Empirical Test Based on Image Data and Text Data[J]. Journal of Central University of Finance & Economics, 2024, 0(12): 118-128

References

[1] Brodie R J, Hollebeek L D, Juri B, et al.Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research[J]. Journal of Service Research, 2011, 14(3): 252-271.
[2] Li Y, Xie Y.Is a Picture Worth a Thousand Words? An Empirical Study of Image Content and Social Media Engagement[J].Journal of Marketing Research, 2020, 57(1): 1-19.
[3] Liu L, Dzyabura D, Mizik N.Visual Listening in: Extracting Brand Image Portrayed on Social Media[J].Marketing Science, 2020, 39(4): 669-686.
[4] 汪旭晖,陈鑫.用户生成内容的图文匹配对消费者感知有用性的影响[J].管理科学,2018(1):101-115.
[5] Pansari A, Kumar V.Customer Engagement: The Construct, Antecedents, and Consequences[J].Journal of the Academy of Marketing Science, 2017, 45: 294-311.
[6] 王毅, 刘钾.配音演员的声音对广告效果的影响研究——对非结构化音频数据的解读[J].中央财经大学学报, 2018(12): 99-107.
[7] Jaakkola E, Alexander M.The Role of Customer Engagement Behavior in Value Co-creation: A Service System Perspective[J].Journal of Service Research, 2014, 17(3): 247-261.
[8] Shawky S, Kubacki K, Dietrich T, et al.A dynamic Framework for Managing Customer Engagement on Social Media[J].Journal of Business Research, 2020, 121: 567-577.
[9] Eslami S P, Ghasemaghaei M, Hassanein K.Understanding Consumer Engagement in Social Media: The Role of Product Lifecycle[J].Decision Support Systems, 2022, 162: 113707.
[10] Hayes R A, Carr C T, Wohn D Y.One Click, Many Meanings: Interpreting Paralinguistic Digital Affordances in Social Media[J].Journal of Broadcasting & Electronic Media, 2016, 60(1): 171-187.
[11] Zell A L, Moeller L.Are You Happy for me… on Facebook? The Potential Importance of “Likes” and Comments[J].Computers in Human Behavior, 2018, 78: 26-33.
[12] 徐婕,肖莉.一画胜千言:图像数据在营销领域的应用[J].外国经济与管理,2022(9):51-69.
[13] Dew R, Ansari A, Toubia O.Letting Logos Speak: Leveraging Multiview Representation Learning for Data-driven Branding and Logo Design[J]. Marketing Science, 2022, 41(2): 401-425.
[14] Larsen V, Luna D, Peracchio L A.Points of View and Pieces of Time: A Taxonomy of Image Attributes[J].Journal of Consumer Research, 2004, 31(1): 102-111.
[15] Wagemans J, Elder J H, Kubovy M, et al.A Century of Gestalt Psychology in Visual Perception: I.Perceptual Grouping and Figure-ground Organization[J].Psychological bulletin, 2012, 138(6): 1172.
[16] Schloss K B, Palmer S E.Aesthetic Response to Color Combinations: Preference, Harmony, and Similarity[J].Attention, Perception, & Psychophysics, 2011, 73: 551-571.
[17] Gorn G J, Chattopadhyay A, Sengupta J, et al.Waiting for the Web: How Screen Color Affects Time Perception[J].Journal of Marketing Research, 2004, 41(2): 215-225.
[18] Gorn G J, Chattopadhyay A, Yi T, et al.Effects of Color as an Executional Cue in Advertising: They're in the Shade[J].Management Science, 1997, 43(10): 1387-1400.
[19] Bagchi R, Cheema A.The Effect of Red Background Color On Willingness-to-pay: The Moderating Role of Selling Mechanism[J].Journal of Consumer Research, 2013, 39(5): 947-960.
[20] Elliot A J, Maier M A.Color Psychology: Effects of Perceiving Color on Psychological Functioning in Humans[J].Annual Review of Psychology, 2014, 65(1): 95-120.
[21] Hartmann J, Heitmann M, Schamp C, et al.The Power of Brand Selfies[J].Journal of Marketing Research, 2021, 58(6): 1159-1177.
[22] Cyr D, Head M, Larios H, et al.Exploring Human Images in Website Design: A Multi-method Approach[J].MIS Quarterly, 2009: 539-566.
[23] Forman C, Ghose A, Wiesenfeld B.Examining the Relationship between Reviews and Sales: The Role of Reviewer Identity Disclosure in Electronic Markets[J].Information Systems Research, 2008, 19(3): 291-313.
[24] Yoo J, Kim M.Online Product Presentation: The Effect of Product Coordination and a Model's Face[J].Journal of Research in Interactive Marketing, 2012, 6(1): 59-72.
[25] Luffarelli J, Mukesh M, Mahmood A.Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand equity[J].Journal of Marketing Research, 2019, 56(5): 862-878.
[26] Park C W, Eisingerich A B, Pol G, et al.The Role of Brand Logos in Firm Performance[J].Journal of Business Research, 2013, 66(2): 180-187.
[27] 刘嘉琪,齐佳音,朱舸.社交媒体中企业生成内容(EGC)的社会化传播行为研究——基于内容和情感分析视角[J].情报科学,2018(8):135-141.
[28] 王霞,牛海鹏.企业微博营销中品牌曝光度对网络口碑的影响研究[J].管理评论, 2013(5):8.
[29] Chevalier J A, Mayzlin D.The Effect of Word of Mouth on Sales: Online Book Reviews[J].Journal of Marketing Research, 2006, 43(3): 345-354.
[30] 王毅,鑫颖,姚凯,张炬远,等.在线语音交互情境下销售说服策略的FACI模型研究——基于呼叫中心非结构化数据的实证检验[J]. 中央财经大学学报, 2022(1):110-120.
[31] 李然,林政,林海伦,等.文本情绪分析综述[J].计算机研究与发展,2018(1):30-52.
[32] Lee T Y, Bradlow E T.Automated Marketing Research Using Online Customer Reviews[J].Journal of Marketing Research, 2011, 48(5): 881-894.
[33] Archak N, Ghose A, Ipeirotis P G.Deriving the Pricing Power of Product Features by Mining Consumer Reviews[J].Management Science, 2011, 57(8): 1485-1509.
[34] Tafesse W, Wien A.Using Message Strategy to Drive Consumer Behavioral Engagement on Social Media[J].Journal of Consumer Marketing, 2018, 35(3): 241-253.
[35] MayerR E, Chandler P.When Learning Is Just a Click Away: Does Simple User Interaction Foster Deeper Understanding of Multimedia Messages?[J]. Journal of Educational Psychology, 2001, 93(2): 390.
[36] 刘蕾,于春玲,赵平.图文信息对消费者互动行为及品牌关系的影响[J].管理科学,2018(1):90-100.