Learning Social Media Content Optimization: How Can SMEs Draw the Users' Attention on Official WeChat Accounts?
Application of artificial intelligence is accelerating the digital transformation of enterprises, and digital content optimization is crucial to take the users' attention in social media usage. The purpose of this work is to demonstrate how social media content reaches and impresses more users....
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-01-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.783151/full |
| _version_ | 1818753286851788800 |
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| author | Xueyun Zeng Xuening Xu Yenchun Jim Wu Yenchun Jim Wu |
| author_facet | Xueyun Zeng Xuening Xu Yenchun Jim Wu Yenchun Jim Wu |
| author_sort | Xueyun Zeng |
| collection | DOAJ |
| description | Application of artificial intelligence is accelerating the digital transformation of enterprises, and digital content optimization is crucial to take the users' attention in social media usage. The purpose of this work is to demonstrate how social media content reaches and impresses more users. Using a sample of 345 articles released by Chinese small and medium-sized enterprises (SMEs) on their official WeChat accounts, we employ the self-determination theory to analyze the effects of content optimization strategies on social media visibility. It is found that articles with enterprise-related information optimized for content related to users' psychological needs (heart-based content optimization, mind-based content optimization, and knowledge-based content optimization) achieved higher visibility than that of sheer enterprise-related information, whereas the enterprise-related information embedded with material incentive (benefits-based content optimization) brings lower visibility. The results confirm the positive effect of psychological needs on the diffusion of enterprise-related information, and provide guidance for SMEs to apply artificial intelligence technology to social media practice. |
| first_indexed | 2024-12-18T05:04:57Z |
| format | Article |
| id | doaj.art-edefd00d3dd247508b294bb1f087e2a8 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-12-18T05:04:57Z |
| publishDate | 2022-01-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-edefd00d3dd247508b294bb1f087e2a82022-12-21T21:20:03ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-01-011210.3389/fpsyg.2021.783151783151Learning Social Media Content Optimization: How Can SMEs Draw the Users' Attention on Official WeChat Accounts?Xueyun Zeng0Xuening Xu1Yenchun Jim Wu2Yenchun Jim Wu3School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, ChinaSchool of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, ChinaCollege of Humanities and Arts, National Taipei University of Education, Taipei, TaiwanGraduate Institute of Global Business and Strategy, National Taiwan Normal University, Taipei, TaiwanApplication of artificial intelligence is accelerating the digital transformation of enterprises, and digital content optimization is crucial to take the users' attention in social media usage. The purpose of this work is to demonstrate how social media content reaches and impresses more users. Using a sample of 345 articles released by Chinese small and medium-sized enterprises (SMEs) on their official WeChat accounts, we employ the self-determination theory to analyze the effects of content optimization strategies on social media visibility. It is found that articles with enterprise-related information optimized for content related to users' psychological needs (heart-based content optimization, mind-based content optimization, and knowledge-based content optimization) achieved higher visibility than that of sheer enterprise-related information, whereas the enterprise-related information embedded with material incentive (benefits-based content optimization) brings lower visibility. The results confirm the positive effect of psychological needs on the diffusion of enterprise-related information, and provide guidance for SMEs to apply artificial intelligence technology to social media practice.https://www.frontiersin.org/articles/10.3389/fpsyg.2021.783151/fullcontent optimization strategypsychological needsocial media visibilityself-determination theorySMEs |
| spellingShingle | Xueyun Zeng Xuening Xu Yenchun Jim Wu Yenchun Jim Wu Learning Social Media Content Optimization: How Can SMEs Draw the Users' Attention on Official WeChat Accounts? Frontiers in Psychology content optimization strategy psychological need social media visibility self-determination theory SMEs |
| title | Learning Social Media Content Optimization: How Can SMEs Draw the Users' Attention on Official WeChat Accounts? |
| title_full | Learning Social Media Content Optimization: How Can SMEs Draw the Users' Attention on Official WeChat Accounts? |
| title_fullStr | Learning Social Media Content Optimization: How Can SMEs Draw the Users' Attention on Official WeChat Accounts? |
| title_full_unstemmed | Learning Social Media Content Optimization: How Can SMEs Draw the Users' Attention on Official WeChat Accounts? |
| title_short | Learning Social Media Content Optimization: How Can SMEs Draw the Users' Attention on Official WeChat Accounts? |
| title_sort | learning social media content optimization how can smes draw the users attention on official wechat accounts |
| topic | content optimization strategy psychological need social media visibility self-determination theory SMEs |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.783151/full |
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