Association Rules Analysis between Brand Post Characteristics and Consumer Engagement on Social Media

Brands are increasingly using social media to create and manage posts initiate maintain consumer engagement. Based on the theory of engagement, a perspective brand post content, form posting time is introduced construct conceptual model engagement for Sina Weibo. Rough set method reduction algorithm Holte 1 R used automatically generate optimal decision rules. does not need any prior knowledge assumptions, which could effectively overcome disadvantages traditional statistical methods. The results show that entertainment content easy trigger moderate level effect information shares significantly stronger than comments likes, promotion has an impact liking. As most vivid interactive characteristic respectively, videos questions affect mid-level Keeping length in range 16–50 characters stimulates medium degree sharing. Posts created weekend promote sharing low liking, while published at peak or period same sharing, but do likes. study detects characteristics define scope its role. relationship intensity different levels evaluated identified by refining association rules available providing reference managers formulate marketing strategies.