Conducting in-Depth Research on Influencing Mechanisms for Improving Social Media Services Using Cognition Theory

Abstract With the rapid popularization of communication technology, various social media platforms have grown rapidly. Social media plays an important role in promoting the whole social economy and spiritual culture. Therefore, understanding the social behavior of social users, mining the influencing factors in social media, and conducting in-depth research on its influencing mechanism have practical value for the improvement of social media services. Based on the research of social media development history, communication mode, application mode, and social behavior of social users, combined with social cognitive theory. The study aims to investigate the influencing mechanism for improving social media services using cognition theory. The data were collected from 233 users through an online survey; the collected data were analyzed using structural equation modeling (SEM). Study results point to the importance of understanding cognitive mechanisms in the design and development of social media services by alienating cognitive insights. The novelty of this study lies in its focus on cognitive mechanisms that can be leveraged to improve social media services. Based on the study findings, it is suggested that social media platforms should focus on providing user-friendly interfaces, personalized content, and features that promote positive emotions to enhance user satisfaction and usage.