{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,24]],"date-time":"2026-02-24T23:57:41Z","timestamp":1771977461266,"version":"3.50.1"},"reference-count":30,"publisher":"MDPI AG","issue":"8","license":[{"start":{"date-parts":[[2025,8,19]],"date-time":"2025-08-19T00:00:00Z","timestamp":1755561600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Natural Science Foundation of Shandong Province","award":["ZR2024MG049"],"award-info":[{"award-number":["ZR2024MG049"]}]},{"name":"Natural Science Foundation of Shandong Province","award":["ZR2021QG035"],"award-info":[{"award-number":["ZR2021QG035"]}]},{"name":"Natural Science Foundation of Shandong Province","award":["2024KJH066"],"award-info":[{"award-number":["2024KJH066"]}]},{"name":"Shandong Province Youth Entrepreneurship and Technology Support Program for Higher Education Institutions","award":["ZR2024MG049"],"award-info":[{"award-number":["ZR2024MG049"]}]},{"name":"Shandong Province Youth Entrepreneurship and Technology Support Program for Higher Education Institutions","award":["ZR2021QG035"],"award-info":[{"award-number":["ZR2021QG035"]}]},{"name":"Shandong Province Youth Entrepreneurship and Technology Support Program for Higher Education Institutions","award":["2024KJH066"],"award-info":[{"award-number":["2024KJH066"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Information"],"abstract":"<jats:p>Purpose: As online social platforms have increasingly become a key arena for enterprises to disseminate information, enhancing the heat of enterprise positive topic on such platforms plays a critical role in improving brand value and achieving high-quality development. Against this backdrop, it is critically important for enterprises to precisely identify the key factors influencing positive topic heat and to reveal the causal relationships between these factors and topic heat. Method: This paper focuses on the influencing factors and causal pathways of enterprise positive topic heat on online social platforms. To achieve this, this paper collects data on enterprise positive topic publicity from Sina Weibo, taking topic heat as the dependent variable, and uses regression analysis to examine its causal relationships with independent variables such as topic host attribute and activity level. Subsequently, a cost performance indicator was constructed and quantitatively evaluated to assess the effectiveness of different host attributes based on both performance and cost. Result: This research shows topic hosts play an active role in the topic spreading process, but some of them an exhibit asymmetric ability to increase topic heat compared to their level. The relationship between the topic heat contribution and host\u2019s activity level changes with the change of the host attribute. In addition, the host\u2019s cost performance for each attribute is significant different. By empirically analyzing the influencing factors of positive topic heat and revealing their underlying mechanisms, enterprises can identify the key factors for enhancing positive topic heat on online social platforms and optimize decisions such as the selection of hosts for related topic promotion.<\/jats:p>","DOI":"10.3390\/info16080706","type":"journal-article","created":{"date-parts":[[2025,8,19]],"date-time":"2025-08-19T07:56:06Z","timestamp":1755590166000},"page":"706","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["Empirical Research on the Influencing Factors and Causal Relationships of Enterprise Positive Topic Heat on Online Social Platforms"],"prefix":"10.3390","volume":"16","author":[{"given":"Li","family":"Fu","sequence":"first","affiliation":[{"name":"College of Economics and Management, Shandong University of Science and Technology, Qingdao 266590, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Kai","family":"Xu","sequence":"additional","affiliation":[{"name":"College of Economics and Management, Shandong University of Science and Technology, Qingdao 266590, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jiakun","family":"Wang","sequence":"additional","affiliation":[{"name":"College of Economics and Management, Shandong University of Science and Technology, Qingdao 266590, China"},{"name":"College of Computer Science and Engineering, Shandong University of Science and Technology, Qingdao 266590, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2025,8,19]]},"reference":[{"key":"ref_1","unstructured":"China Internet Network Information Center (CNNIC) (2025). 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