Informational vs. emotional B2B firm-generated-content on social media engagement: Computerized visual and textual content analysis
本研究基于精细加工可能性模型，利用计算机视觉和文本分析工具，分析了5362张B2B企业Instagram图片帖子，发现信息性线索比情感性线索更能提升用户参与度，且信息性线索在视觉内容中效果更佳。
While social media marketing plays an increasingly significant role in the B2B context, there is still limited research examining how to increase B2B social media engagement. The need for more research is becoming more pressing given the recent shift in social media content from text-centric to image-oriented experience. Building on the elaboration likelihood model and employing computerized visual and textual analysis tools, the present research investigates how informational and emotional cues in B2B social media content influence viewer engagement. By analyzing 5362 single-image posts from the Instagram accounts of 10 B2B companies across five industries, this research demonstrates that informational cues are more effective than emotional cues in driving viewer engagement, and that informational cues are even more effective when presented in visual content, as compared to textual content. The findings of this research contribute to the literature on B2B social media literature and offer managerial implications for B2B social media marketing.