Influencing factors and driving mechanisms of communication effect of WeChat official accounts of popular science journals:Taking Excellent Popular Science Journals in China(2020)as examples
[Purposes]This paper aims to explore the influencing factors and driving mechanisms of communication effect of WeChat official accounts of popular science journals,so as to provide suggestions for improving operational strategies and enhancing communicative power.[Methods]The journals included in Excellent Popular Science Journals in China(2020)were taken as examples,and the factors influencing the communication effect of WeChat official accounts were analyzed by using an ordered Logit regression model from four aspects:environment,techniques,content,and interaction.Furthermore,the fsQCA method was employed to explore the driving mechanisms that lead to favorable communication effects.[Findings]The communication effect of WeChat official accounts of popular science journals is influenced by multiple factors.Among them,content and interaction are the core aspects,while environment and techniques play marginal roles.Three driving mechanisms,namely environmental priority,strategy-oriented,and comprehensive driving,contribute to the favorable communication effect of popular science journals.[Conclusions]To enhance the communication effect of WeChat official accounts of popular science journals,it is suggested to give full play to environmental advantages,optimize platform construction,establish marketing concept,improve publishing strategy,adhere to knowledge leading,innovate content output,build user links,and emphasize user interaction.
Popular science journalWeChat official accountCommunication effectDriving mechanism
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