Abstract: 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.

Key words: social media, content type, post time, group excitement, microblogs fans