The value experience perceived by users and the extent of interactivity on social media show how engaging audiences are. Few studies have looked at what drives this value experience in organizational communication. This study explores the functional use of communications by interest group organizations (IGOs) and discerns their effect on user engagement with and without multimedia inclusion on Twitter. A bi-term topic modeling technique is used to analyze posts from 121 organizations, and a generalized linear regression model to assess the link between the content functions and user engagement. The results show that the information and communication content functions include event updates and people recognition. Further, report, event, period, and people communication functions drive a higher engagement with multimedia inclusion, while unite, sign, and glean communication functions are more likely to increase engagement without multimedia elements. This study bridges the gap in the service literature as it pertains to non-profit organizations (i.e., interest group organizations) by exploring organizational communication using communications content functions of Twitter posts. This study is the only one to investigate content functions beyond the categorizations of message functions and the relationship between content functions and user engagement.

用户感知的价值体验和社交媒体上的互动程度表明了受众的参与度。很少有研究关注是什么推动了组织沟通中的这种价值体验。本研究探讨了利益集团组织 (IGO) 对通信的功能使用，并辨别了它们对 Twitter 上是否包含多媒体内容的用户参与度的影响。使用双项主题建模技术分析来自 121 个组织的帖子，并使用广义线性回归模型评估内容功能和用户参与度之间的联系。结果表明，信息通信内容功能包括事件更新和人物识别。此外，报告、事件、期间和人员通信功能推动了对多媒体包容性的更高参与度，而联合、签名和收集通信功能更有可能在没有多媒体元素的情况下提高参与度。本研究通过使用 Twitter 帖子的通信内容功能探索组织通信，弥合了服务文献中与非营利组织（即利益集团组织）有关的差距。这项研究是唯一一项研究超出消息功能分类的内容功能以及内容功能与用户参与度之间的关系的研究。