Management Review

Management Review ›› 2021, Vol. 33 ›› Issue (1): 152-163.

• E-business and Information Management • Previous Articles     Next Articles

Research on Enterprise Generated Content Communications of Online Social Media: An Example of the Film Industry

Liu Jiaqi1, Qi Jiayin2,3, Zhu Ge4   

  1. 1. Institute of Journalism and Communication, Chinese Academy of Social Sciences, Beijing 100021;
    2. Institute of Artificial Intelligence and Change Management, Shanghai University of International Business and Economics, Shanghai 201620;
    3. Key Laboratory of Trustworthy Distributed Computing and Service, Beijing University of Posts and Telecommunications, Beijing 100876;
    4. Institute of Economic Management, Beijing University of Posts and Telecommunications, Beijing 100876
  • Received:2017-10-25 Online:2021-01-28 Published:2021-02-03

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Abstract: In social media platforms, enterprise generated content (EGC) provides an important channel for enterprises to communicate with consumers. Informative content describes some details related to products or services to users, while persuasive content is able to strengthen emotional ties with fans. However, there is no clear answer to the question how enterprises should release EGC to idealize the communication effect? In order to enrich social media marketing research, this paper first proposes fine-grained EGC content feature evaluation criteria, then distinguishes user engagement behaviors at different levels, and evaluates the effectiveness of enterprise communication based on engagement scale. Finally, taking the official micro-blog of cinema chain enterprise as research object, this study conducts a content analysis of 3,437 pieces of EGC messages, and examines the difference of communication effect among various types of content in aggregation and independent level respectively. The findings are as follows:informative content plays a more important role in promoting reposting which is in high-level of engagement than persuasive content, while the opposite is true of the situation where commenting is in medium-level of engagement. And in low-level of engagement, liking is only triggered by persuasive content. Furthermore, the conclusions about the communication ability of each independent feature are conducive to guide enterprises to formulate EGC releasing strategy and manage EGC content.

Key words: enterprise generated content (EGC), ELM Theory, content analysis, social media marketing, customer engagement behavior