Abstract

Within the context of COVID-19, this study examines the relationship between context-induced moods and consumers’ responses to two different types of brand posts on social media: profit-driven posts and public-driven posts. Using both social media data (24,578 user comments on 14 brand posts on Facebook, Instagram, and Twitter) and survey data (356 subjects recruited from Amazon.com’s Mechanical Turk), we found that across all three social media platforms (i.e., Facebook, Instagram, and Twitter), the more negative mood one was in when using a social media platform during the pandemic, the more likely one would leave a comment to praise the company endorser of the public-driven post (comment type 5) as opposed to leaving a comment to discuss serious issues, shedding light on the prediction of negative-state relief model. By contrast, across all three social media platforms, there is no relationship between context-induced moods and types of comments people leave on a profit-driven brand post. We provide theoretical, practical, and methodological implications for future research.

摘要

在 COVID-19 的背景下，本研究考察了情境诱发的情绪与消费者对社交媒体上两种不同类型的品牌帖子的反应之间的关系：利润驱动的帖子和公众驱动的帖子。使用社交媒体数据（对 Facebook、Instagram 和 Twitter 上的 14 个品牌帖子的 24,578 条用户评论）和调查数据（从 Amazon.com 的 Mechanical Turk 招募的 356 名受试者），我们发现在所有三个社交媒体平台（即 Facebook、 Instagram 和 Twitter），在大流行期间使用社交媒体平台时，人们的情绪越消极，就越有可能发表评论以赞扬该公众驱动的帖子（评论类型 5）的公司代言人，而不是发表评论讨论严重问题，阐明负状态救济模型的预测。相比之下，在所有三个社交媒体平台中，情境引发的情绪与人们在以利润为导向的品牌帖子上发表的评论类型之间没有任何关系。我们为未来的研究提供理论、实践和方法论的影响。