Research on the Influence of Academic Journal WeChat Official Account Promotion Mode on Paper Dissemination Effect
[Object/Significance]Based on the WeChat official account of academic journals,this paper discusses the influence of the promotion mode on paper dissemination effect,explores the new media development path,and dis-cusses the communication strategy for enhancing the paper dissemination by the new media,and provides reference for the development of new media for domestic academic journals.[Method/Process]This study combined with literature research and the actual situation analysis of WeChat official account paper promotion mode.It adopted multiple linear regression to examine the impact of the promotion mode of official account paper tweets on the social dissemination ef-fect of papers across different disciplinary backgrounds from four dimensions:content expression form,single promotion quantity,interaction form,and release time.By integrating data from CNKI,it further analyzed the role of WeChat official account promotion in improving the academic paper dissemination effect.[Result/Conclusion]On the whole,better so-cial dissemination effects could be achieved by pushing multiple papers in a single tweet,opening the comment function,publishing paper tweets at night and promoting the full text of the paper.These promotion modes have different impact on the social dissemination effect of papers in different disciplines.For example,in the terms of content expression of paper tweets in official accounts,social sciences and medicine should adopt the full paper format,while natural sciences should adopt the paper excerpts.In addition,the promotion of WeChat official accounts also has a significant effect on the academic dissemination effect of papers.Finally,from the aspects of enriching the promotion mode of WeChat official accounts,integrating with multimedia to multi-platforms,reflecting disciplinary characteristics and strengthening interdis-ciplinary interaction,and the academic implementation policies,this paper puts forward relevant suggestions to improve the dissemination effect of new media of Chinese periodicals.
promotion modedissemination effectacademic journalsWeChat official accountnew me-dia promotion
李蕾、王栩彦、黄崑、陈实
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北京师范大学政府管理学院 北京 100875
推广模式 传播效果 学术期刊 微信公众号 新媒体推广
中国科学技术信息研究所ISTIC-TAYLOR & FRANCIS GROUP学术前沿观察联合实验室项目北京市自然科学基金面上项目
NETL
NSTL
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