RESEARCH ON THE MECHANISM OF CONTENT CREATION QUALITY AFFECTING LIQUIDITY IN MCN INSTITUTIONS

The digital content industry is a new knowledge integration industry. MCN institutions are the main participants in creating digital content, responsible for integrating content creator resources, content planning and production, content promotion, and content realization. This paper focuses on the case analysis of four MCN institutions, under the premise that the purpose of their creative content is to achieve value creation. We encode the case data at three levels, based on the grounded theory, to derive the core construct. On this basis, a theoretical model based on "one subject, two intermediaries" is proposed to analyze the logical relationship between content creation quality, user attention, content platform availability, and liquidity among MCN institutions. This paper builds a theoretical model that includes the quality of content creation, liquidity, user attention, and the availability of content platforms on MCN institutions. It also looks at the technical availability of content platforms from the point of view of availability; this adds to the theory of availability in some ways; it gives MCN institutions a way to improve their liquidity; and it helps them grow in the long term.