Journal
INTERNET RESEARCH
Volume 32, Issue 1, Pages 273-291Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/INTR-12-2019-0534
Keywords
Social media posts; Hierarchy-of-effects; Efficacy; Attraction; Likes; WeChat
Funding
- National Natural Science Fund of China [61976057, 72074033]
- Shanghai Municipal RD Foundation [20511101403]
- National Social Science Fund General Project of China [18BTQ058]
- Scientific Research of Hunan Education Department of China [20C0164]
- Natural Science Fund of Shanghai [19ZR1417200]
- Humanities and Social Sciences Planning Fund of Ministry of education of China [19YJA630116]
- Major Program of National Fund of Philosophy and Social Science of China [18ZDA088]
- Shanghai Engineering and Technology Research Center for Financial Intellegence [19DZ2254600]
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This study proposes a two-step process framework for investigating social media post efficacy through attraction and likes, analyzing how various factors impact post attraction and likes, and considering online user engagement as a two-step process. New variables were constructed in each stage of the two-step process model.
Purpose Following the hierarchy-of-effects model, this study aims to propose a two-step process framework to investigate social media post efficacy via attraction and likes. Design/methodology/approach The study analyzes 113,785 social media posts from 126 WeChat official accounts to explore how external (headline features and account type) and internal (content features and media type) features impact social media post attractions and likes, respectively. Findings The antecedents of post attraction differ from those of post likes. First, headline features (punctuation, length, sentiment and lexical density) and account type significantly influence social media post attraction. Second, content features (depth, tone, domain specificity, lexical density and readability) and media type affect social media post likes. Originality/value First, this study considers online user engagement as a two-step process regarding social media posts and explores different influencing factors. Second, the study constructs new variables (account type and domain specificity) in each stage of the two-step process model.
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