中国科技期刊研究 ›› 2019, Vol. 30 ›› Issue (9): 1014-1021.doi: 10.11946/cjstp.201905060346

• 评价与分析 • 上一篇    下一篇

社科类学术期刊微信公众号传播效果影响因素实证研究——以CSSCI来源期刊(2019—2020)为例

张兰,陈信凌   

  1. 南昌大学新闻与传播学院,江西省南昌市红谷滩新区学府大道999号 330031
  • 收稿日期:2019-05-06 修回日期:2019-08-11 出版日期:2019-09-15 发布日期:2019-09-15
  • 作者简介:张 兰(ORCID:0000-0002-6853-0820),博士研究生,讲师,E-mail: 67272109@qq.com。

Empirical study on the influence factors of communication effect of WeChat official accounts in social science academic journals: Taking CSSCI source journals (2019—2020) as examples

ZHANG Lan,CHEN Xinling   

  1. School of Journalism & Communication, Nanchang University, 999 Xuefu Avenue, Honggutan New District, Nanchang 330031, China
  • Received:2019-05-06 Revised:2019-08-11 Online:2019-09-15 Published:2019-09-15

摘要:

【目的】 试图找出影响社科类学术期刊微信公众号传播效果的因素,为学术期刊公众号提升传播效果提供参考。【方法】 采用描述分析、独立样本t检验、单因子方差分析、多元线性回归分析对社科类学术期刊微信公众号传播效果的影响因素进行大样本实证分析。【结果】 公众号命名方式、头像设置、是否认证、一级菜单数与二级菜单数对微信传播指数具有显著影响;文章类型、标题修辞手法的运用、推送频率、编排技巧、文本呈现方式、互动方式对单篇文章日均阅读量、在看量均有显著影响。【结论】 学术期刊微信公众号应适应新媒体发展趋势,重视微信公众号运营;基于互联网思维实现价值分享,促进推文内容和形式的完美结合;深研用户需求做好服务,把握推送规律建立互动机制。

关键词: 社科类学术期刊, 微信公众号, 传播效果

Abstract:

[Purposes] This paper aims to find out the influence factors of communication effect of WeChat official accounts in social science academic journals, and provide references for improving the communication effect of WeChat official account of academic journals. [Methods] The description analysis, independent sample t-test, one-way variance analysis, and multiple linear regression analysis were used to identify the influence factors of WeChat official accounts of social science academic journals based on a large number of samples. [Findings] Naming method, avatar setting, authentication or not, the number of first-level menu, and the number of second-level menu have significant impact on WeChat communication index. The type of article, the use of rhetoric of headings, pushed frequency, editing skills, text presentation, and interactive way have significant impact on the daily average reading and agreement of a single article. [Conclusions] WeChat official accounts of academic journals should adapt to the development of new media and attach importance to the operation of WeChat official accounts, realize value sharing based on internet thinking to promote the combination of content and form of tweets, deeply study the needs of users to do a good job of service, and grasp the law of push to establish an interactive mechanism.

Key words: Social science academic journal, WeChat official account, Communication effect