Work

Research on the Dimensional Framework of Digital Marketing Content on Social Media: Coarse Grained and Fine Grained

Year: 2025

Type: article

Abstract: As the famous marketing master Seth Golding said that the focus of marketing is no longer on the things you make, but on the content stories you tell. Existing dimensional analyses of digital marketing content on social media are not agreed upon, and there is a lack of universal content categories. Based on this, the study coordinates Uses and Gratifications Theory and Consumer Perceived Value Theory to design a universal dimensional framework for digital marketing content in coarse-grained and fine-grained forms. For the Sina Weibo platform, the rationality of constructing a digital marketing content dimension framework are empirically tested by the methods of combining quantitative natural language processing and qualitative content analysis. The research result indicates that the digital marketing content dimension framework derived from the two theories, in coarse-grained and fine-grained forms, effectively identifies the motivations and values expressed by content. The study expands the insights into digital marketing content on social media and helps to provide meaningful practical guidance for brands.

Source: IEEE Access

DOI: 10.1109/access.2025.3584046

Authors: Yang Liu, Jiaying Wang, Zhijie Zhao

Institutions: Quzhou University, Zaozhuang University, Harbin University of Commerce

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $2,075

Funders: China Postdoctoral Science Foundation, Science Research Foundation of Xijing University