探索情感动态:体育鞋品牌在Facebook帖子中的字数效应
Md Shamim Hossain1, Md Asaduzzaman Babu1, Kazi Md Yusuf1
1Department of Marketing, Hajee Mohammad Danesh Science and Technology University, Dinajpur-5200, Bangladesh.
Heliyon
|November 11, 2024
概括
较长的Facebook帖子通过增加信任,预期,喜悦和惊喜来提高用户参与度,特别是对于运动鞋品牌. 这种社交媒体营销策略促进了积极的情绪反应和联系.
科学领域:
- 社交媒体营销 社交媒体营销
- 消费者心理学 消费者心理学
- 数字通信数字通信
背景情况:
- 关于Facebook帖子长度对用户参与度和情绪的具体影响的研究有限.
- 了解这些影响对于优化品牌社交媒体营销策略至关重要.
研究的目的:
- 检查Facebook帖子中的字数如何影响用户参与和情绪反应.
- 在运动鞋品牌的背景下,确定帖子长度和特定情绪 (恐惧,愤怒,悲伤,信任,期待,快乐,厌恶,惊喜) 之间的关系.
- 为了比较COVID-19大流行之前和期间的情绪反应和参与度量.
主要方法:
- 分析了来自运动鞋品牌的636条Facebook帖子,这些帖子是在2013年1月至2023年12月期间收集的.
- 统计分析和使用Python库来检查与帖子长度相关的情感方面.
- 在AMOS中使用结构化方程建模 (SEM) 来评估帖子长度,情绪和参与度之间的关系.
主要成果:
- 更长的帖子显著增加了信任 (β=0.208),预期 (β=0.095),快乐 (β=0.259) 和惊喜 (β=0.072).
- 帖子长度没有显著影响恐惧,悲伤或厌恶.
- 在COVID-19期间,信任和期待增加,而悲伤和愤怒减少.
结论:
- 延长Facebook帖子长度可以通过培养信任,预期,喜悦和惊喜来积极影响用户参与.
- 社交媒体内容策略应该考虑更长的帖子,以增强用户连接和品牌认知.
- 这些发现为运动鞋品牌和其他企业提供了有价值的见解,旨在优化其社交媒体营销努力.
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