The Influencing Mechanism of Brand Tweets on User Engagement on Social Media Platforms:An Empirical Test Based on Image Data and Text Data
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.
Brand tweetsUser engagementSocial media platformImage featureText feature
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