中文摘要：

在企业微博品牌社区中存在着大量的营销者产生内容。如何激励用户对这些内容在其社会网络中进行转发，转变为用户自发的网络口碑，是企业微博品牌社区运营成功的关键。本文基于病毒式营销、品牌社区理论和推荐奖励计划，运用内容分析方法和负二项回归模型，研究了在从MGC到UGC的过程中内容对企业微博转发数量的影响。通过对6524条企业微博数据的研究发现，企业微博内容以及内容中所传递的品牌信息和推荐奖励计划对企业微博转发数量存在显著影响。本文的研究结论对企业微博品牌社区的内容设计和运营也能够提供一定的实践启示。

英文摘要：

There is a lot of marketer-generated content （MGC） in enterprise microblogging brand community （EMBC）. How to motivate users to repost these content in their social network and change MGC to spontaneous word of mouth, i. e. user-generated content （UGC）, is the key factor of EMBC success. Based on viral marketing, brand community theory and referral reward program （RRP）, we apply content analysis method and negative binomial regression model to study the influence of content to enterprise microblogging repost count during the translation from MGC to UGC. Through analyzing a sample of 6524 enterprise microblogs,we find that microblogging content as well as the band and RRP embedded in it has significant impact on repost count. The conclusions of this study can provide some practice implications to the content design and operation of EMBC.