Purpose

Following the hierarchy-of-effects model, this study aims to propose a two-step process framework to investigate social media post efficacy via attraction and likes.

Design/methodology/approach

The study analyzes 113,785 social media posts from 126 WeChat official accounts to explore how external (headline features and account type) and internal (content features and media type) features impact social media post attractions and likes, respectively.

Findings

The antecedents of post attraction differ from those of post likes. First, headline features (punctuation, length, sentiment and lexical density) and account type significantly influence social media post attraction. Second, content features (depth, tone, domain specificity, lexical density and readability) and media type affect social media post likes.

Originality/value

First, this study considers online user engagement as a two-step process regarding social media posts and explores different influencing factors. Second, the study constructs new variables (account type and domain specificity) in each stage of the two-step process model.

中文翻译：

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哪些社交媒体帖子最能引起轰动？来自微信的证据

目的

遵循效果层次模型，本研究旨在提出一个两步过程框架，以通过吸引力和喜欢来调查社交媒体的发布效果。

设计/方法/方法

该研究分析了来自 126 个微信公众号的 113,785 条社交媒体帖子，以探索外部（标题特征和帐户类型）和内部（内容特征和媒体类型）特征如何分别影响社交媒体帖子的吸引力和喜欢。

发现

帖子吸引的前因与帖子点赞的前因不同。首先，标题特征（标点符号、长度、情感和词汇密度）和帐户类型显着影响社交媒体帖子的吸引力。其次，内容特征（深度、语气、领域特异性、词汇密度和可读性）和媒体类型会影响社交媒体帖子的点赞。

原创性/价值

首先，本研究将在线用户参与视为关于社交媒体帖子的两步过程，并探讨了不同的影响因素。其次，研究在两步过程模型的每个阶段构建了新变量（账户类型和领域特异性）。