Abstract
Application of artificial intelligence is accelerating the digital transformation of enterprises, and digital content optimization is crucial to take the users' attention in social media usage. The purpose of this work is to demonstrate how social media content reaches and impresses more users. Using a sample of 345 articles released by Chinese small and medium-sized enterprises (SMEs) on their official WeChat accounts, we employ the self-determination theory to analyze the effects of content optimization strategies on social media visibility. It is found that articles with enterprise-related information optimized for content related to users' psychological needs (heart-based content optimization, mind-based content optimization, and knowledge-based content optimization) achieved higher visibility than that of sheer enterprise-related information, whereas the enterprise-related information embedded with material incentive (benefits-based content optimization) brings lower visibility. The results confirm the positive effect of psychological needs on the diffusion of enterprise-related information, and provide guidance for SMEs to apply artificial intelligence technology to social media practice.
Highlights
The emergence of artificial intelligence, blockchain, and big data is bringing infinite possibilities for future changes in business logic, such as information distribution, marketing, customer relationship management, etc
Artificial intelligence can be superimposed on any other new technology, and its converging use with social media is accelerating the digital transformation of business
Our work focuses on the content optimization strategy of small and medium-sized enterprises (SMEs) by using social media to publish enterprise-related information to explore which type of content is more visible to users, thereby providing some enlightenment for deepening the application of artificial intelligence in social media
Summary
The emergence of artificial intelligence, blockchain, and big data is bringing infinite possibilities for future changes in business logic, such as information distribution, marketing, customer relationship management, etc. Artificial intelligence can be superimposed on any other new technology, and its converging use with social media is accelerating the digital transformation of business. A large number of small and medium-sized enterprises (SMEs) are gradually applying artificial intelligence technology for business analysis to spread information and attract the attention of social media users. Social media has been adopted by more and more SMEs for its low cost, ease of use, its capability to reach users, and establish connections with customers. Our work focuses on the content optimization strategy of SMEs by using social media to publish enterprise-related information to explore which type of content is more visible to users, thereby providing some enlightenment for deepening the application of artificial intelligence in social media
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