如何调动微博粉丝的群体兴奋?企业微博内容类型与发布时间的影响研究  

A Research on How to Generate Group Excitement among Corporate Microblogs Fans

作　　者：王兴元[1] 刘赟 Wang Xingyuan;Liu Yun(School of Management,Shandong University,Jinan 250100)

机构地区：[1]山东大学管理学院,济南250100

出　　处：《管理评论》2022年第6期162-172,共11页Management Review

基　　金：国家自然科学基金项目(71272121);山东省软科学计划项目(2017RZE27004)。

摘　　要：内容是企业微博的灵魂,企业微博通过发布内容与消费者进行沟通,构建和维护品牌与消费者之间的关系。高情绪唤醒的内容能引发消费者之间的病毒式传播。那么企业究竟发布什么样的内容以及在何时发布更能引发粉丝们的群体兴奋?这个问题尚不明确。本文通过对966条帖子以及下面的310164条评论进行分析,探究了企业微博内容类型与发布时间对群体兴奋的影响。研究发现,不同的微博内容能够引发不同程度的群体兴奋,其中激励类最高,信息类次之,社交类最低。有趣的是,对于社交类内容来说,一天中不同的发布时间不会对群体兴奋产生影响;而对于激励类和信息类内容,在上午发布引发的群体兴奋最高,晚上次之,下午最低。本文的研究结论丰富了群体情绪和昼夜节律在营销领域的应用,同时为企业在微博上的内容发布策略提供了理论指导。Content is the soul of enterprise microblog.Enterprise microblog communicates with consumers through publishing content,and builds and maintains the relationship between brands and consumers.Highly evocative content can lead to viral spread among consumers.It’s not clear when or what kind of contents a company posts that can generate group excitement among fans.Based on the analysis of 966 posts and 310,164 following comments,this paper explores the influence of the content type and post time of enterprise microblog on group excitement.The research finds that different types of contents can trigger different level of group excitement.To be specific,the incentive type triggers the highest level,the informative type triggers the medium level and the social type triggers the lowest level.Interestingly,for social contents,there is no effect on group excitement whenever they are posted in a day.However,for incentive and information contents,the highest level of group excitement can be generated by morning posts,the medium level by evening posts,and the lowest level by afternoon posts.The research conclusion of this paper enriches the application of group emotion and circadian rhythm in the field of marketing,and at the same time provides theoretical guidance for the microblog content publishing strategy of enterprises.

关 键 词：社会化媒体 内容类型 发布时间 群体兴奋 微博粉丝 

分 类 号：F274[经济管理—企业管理]