Factors Influencing the Communication Effect of Health WeChat Public Accounts——A Comprehensive Study Based on Accounts and Articles
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
