How to introduce? The effects of new product preannouncement content on consumer engagements in enterprise social media

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2025-01-03 DOI:10.1016/j.jretconser.2024.104213

Man Chen , Xiaofei Zhang , Feng Wang

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引用次数: 0

Abstract

The increasing availability and widespread adoption of social media platforms are encouraging firms to use their official accounts on these platforms to promote brands and introduce new products. This study examines the role of new product preannouncement (NPPA), specifically how different types of NPPA content influence consumer engagement on social media. Through an analysis of 212,550 pieces of content from the automotive industry in China, informational NPPA content is shown to generally reduce consumer engagement, in contrast to emotional content, which significantly increases engagement. The effects of both informational and emotional content on consumer engagement are enhanced by a firm's follower count. However, brand-new product announcements weaken the ability of NPPA content to drive engagement compared with upgraded products. These findings advance understanding of NPPAs and offer valuable guidance for marketers seeking to optimize consumer engagement through strategic content design.

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如何介绍？新产品预告内容对企业社交媒体消费者参与的影响

社交媒体平台的日益普及和广泛采用，鼓励企业在这些平台上使用他们的官方账号来推广品牌和推出新产品。本研究探讨了新产品预告（NPPA）的作用，特别是不同类型的NPPA内容如何影响消费者在社交媒体上的参与度。通过对中国汽车行业212,550条内容的分析，信息NPPA内容通常会降低消费者参与度，而情感内容则会显著提高消费者参与度。信息和情感内容对消费者参与的影响都被公司的追随者数量所增强。然而，与升级产品相比，全新产品的发布削弱了NPPA内容推动用户粘性的能力。这些发现促进了对nppa的理解，并为试图通过战略性内容设计优化消费者参与的营销人员提供了有价值的指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.