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

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.