As an important information communication platform on the Internet,WeChat official accounts have become an im-portant tool for health communicators to improve national health literacy.Based on the ELM model,this paper uses regression a-nalysis to analyze and measure health official accounts and health articles on the WeChat platform at both account and article lev-els.It is found that content positioning,account theme,and authentication are the main factors affecting communication effect at the account level;content theme,article position,information source reliability,and account communication effect are the main factors affecting health communication effect at the article level.It is suggested that health WeChat official accounts should pin-point their account positioning,verticalize their content,output content according to users'needs,and focus on account operation construction to establish a perfect new media ecosystem for health communication.
health communicationWeChat official accountscommunication effectnew media
NETL
NSTL
万方数据
