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Application of artificial intelligence is accelerating the digital transformation of enterprises, and digital content optimization is crucial to take the users' attention in social media usage. The purpose of this work is to demonstrate how social media content reaches and impresses more users. Using a sample of 345 articles released by Chinese small and medium-sized enterprises (SMEs) on their official WeChat accounts, we employ the self-determination theory to analyze the effects of contentdoi:10.3389/fpsyg.2021.783151 pmid:35095669 pmcid:PMC8791077 fatcat:chpguxswbvcz5ak4bwdrl5etpi