摘要
[目的]探究科普期刊微信公众号传播效果的影响因素与驱动机制,为其改进运营策略、提升传播力提供建议.[方法]以《中国优秀科普期刊目录(2020年)》入选期刊为例,从环境、技巧、内容、互动4个层面出发,利用有序Logit回归模型分析其微信公众号传播效果的影响因素,进而运用fsQCA方法探索其呈现良好传播效果的驱动机制.[结果]科普期刊微信公众号传播效果受多因素综合影响,其中内容和互动因素产生核心影响,环境和技巧因素产生边缘影响.科普期刊取得良好传播效果存在环境优先型、策略导向型、综合驱动型3种驱动机制.[结论]为提升科普期刊微信公众号传播效果,应当发挥环境优势,优化平台建设;树立营销观念,完善发布策略;坚持知识引领,创新内容输出;维护用户关系,注重互动交流.
Abstract
[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.
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