Research on the Influence of Enterprise Microblog Content on New Product Information Dissemination – Based on SEM-Neural Network Method

Abstract

Microblog has increasingly become an important tool for enterprise marketing diffusion. Enterprise-generated content and accompanying user-generated content in enterprise Microblog will have an impact on the dissemination and diffusion of new product information. Information forwarding is an important basis for the dissemination of new product information. According to Elaboration Likelihood Model (ELM) theory, this article uses questionnaire surveys and SEM-Neural Network methods to conduct empirical research from the perspectives of enterprise-generated content and user-generated content in enterprise microblog to analyze the factors that affect the diffusion of new product information. Research has shown that the interest, interactivity and brand awareness of enterprise microblog information content will have a significant impact on the information dissemination of new products, the usefulness of user-generated information, the number of comments and the number of thumb up will also have an impact on the information diffusion of new products.