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首页> 外文会议>Workshop on e-Business >The Power of Facebook and Instagram Fans: An Exploration of Fan Comments and Their Effect on Social Media Content Strategy
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The Power of Facebook and Instagram Fans: An Exploration of Fan Comments and Their Effect on Social Media Content Strategy

机译：Facebook和Instagram粉丝的力量：粉丝评论及其对社交媒体内容策略的影响

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Organizations continue to invest in marketing strategies through various social media platforms in order to enhance engagement. Building engagement is said to help companies to gain more profit and contribute to their social responsibility (Du et al. 2010). Users follow companies for access to coupons, deals and events. Users like, retweet and share posts, and can recommend the company to family or friends via WOM. Understanding the drivers, process and importance of social media engagement behavior is highly relevant for social media managers. Their inferences are critical for the establishment of effective customer relationship, which directly affect the company's revenue. In this study, we examine the effect of user's comments, and the sentiment of these comments, on firms' social media content strategies. Previous research has demonstrated that engagement can be stimulated by firm strategies, however we consider a more dynamic relationship through the exploration of how firm strategy can be driven by social media engagement, and more specifically user comments. In doing so, this model contributes to a deeper understanding of the dyadic relationship between firm social media strategy and social media engagement.
机译：组织继续通过各种社交媒体平台对营销策略进行投资，以提高参与度。据说参与度的提高可以帮助公司获得更多的利润并为他们的社会责任做出贡献（Du等人，2010年）。用户跟随公司访问优惠券，交易和事件。用户喜欢，转发和分享帖子，并可以通过WOM将公司推荐给家人或朋友。了解社交媒体参与行为的驱动因素，过程和重要性与社交媒体经理息息相关。他们的推论对于建立有效的客户关系至关重要，而客户关系直接影响公司的收入。在这项研究中，我们研究了用户评论以及这些评论对公司社交媒体内容策略的影响。先前的研究表明，可以通过公司战略来激发参与度，但是，通过探索社交媒体参与如何推动公司战略，尤其是用户评论，可以考虑建立更动态的关系。这样，该模型有助于更深入地了解公司社交媒体战略与社交媒体参与之间的二元关系。

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