A study on dissemination effect and influencing factors of short health education videos
Objective To analyze the dissemination effect and influencing factors of short health popularization videos in Douyin account of China Anti-Cancer Association as example,and to provide theoretical reference for improving dissemination effect of short health popularization video.Methods Based on the short health popularization videos in two Douyin accounts of"China Anti-Cancer Association",Wilcoxon rank sum test,Kruskal-Wallis rank sum test and multiple linear regression model were used to analyze the main factors affecting the dissemination effect of health science short videos from three aspects:center path,edge path and content release time.Results A total of 159 health education short videos were included in this study.The results of multivariate linear regression analysis showed that the video content in the central path(β=-0.243),the professional title of medical workers(β=0.188),the video duration(β=-0.408),the number of labels in the edge path(β=0.325)and the video release time in the content release time(β=-0.278)were the main factors affecting the dissemination effect of short videos on health popularization(P＜0.1).Conclusion The pro-fessional title of medical workers,the number of video tags,the length of short video and the release time are the main fac-tors affecting the dissemination effect of short health education videos.Therefore,relevant departments should pay attention to the cultivation of young medical workers'science popularization ability and optimize the production and dissemination strat-egy of short video of health popularization.
Health education videosDissemination effectInfluencing factorsELM
NETL
NSTL
万方数据
