The Influence of Interactive Clues Between Human and Products on Social Media Sharing
Main Article Content
Keywords
interactive clues, sharing willingness, emotional resonance
Abstract
Users Generated Content (UGC) is one of the most important marketing method of social media. In recent years, people tend to project their emotions into products, engaging in accompanying social interactions with these products, and posting their interactions on social media. The topic about social media has already have lots of attentions, but researches about interactive clues in social media content still have some weaknesses. This research focuses on the influence of interactions between UGC publishers and companion products on target audiences. This paper analyses that interactive clues between humans and products can promote social media sharing behaviors. Emotional resonance is the mediation between interactive clues and sharing behaviors. Based on these conclusions, the following suggestions are raised in this paper: Publishers of UGC could provide more emotional clues on their posts so as to promote users’ sharing and spread. Platforms and enterprises could introduce new features about interactive clues, eliciting emotional resonance and optimizing content-propagation mechanism.
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