TY - JOUR
T1 - Learning Social Media Content Optimization
T2 - How Can SMEs Draw the Users' Attention on Official WeChat Accounts?
AU - Zeng, Xueyun
AU - Xu, Xuening
AU - Wu, Yenchun Jim
N1 - Publisher Copyright:
Copyright © 2022 Zeng, Xu and Wu.
PY - 2022/1/10
Y1 - 2022/1/10
N2 - 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.
AB - 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.
KW - SMEs
KW - content optimization strategy
KW - psychological need
KW - self-determination theory
KW - social media visibility
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U2 - 10.3389/fpsyg.2021.783151
DO - 10.3389/fpsyg.2021.783151
M3 - Article
AN - SCOPUS:85123491608
SN - 1664-1078
VL - 12
JO - Frontiers in Psychology
JF - Frontiers in Psychology
M1 - 783151
ER -