Study on factors influencing dissemination effect of WeChat short videos in popular science journals
[Purposes]This paper aims to explore the factors influencing the dissemination effect of WeChat short videos in popular science journals,so as to provide references for popular science journals to effectively spread science and enhance their influence with the help of WeChat short videos.[Methods]The elaboration likelihood model was employed as the theoretical framework,and an empirical analysis was conducted on 762 WeChat short videos from 22 outstanding popular science journals in China.[Findings]Several factors significantly influence the dissemination effect of WeChat short videos in popular science journals,including themes,title techniques,presentation form,background music,and attraction of information sources.However,short video duration,as well as the professionalism and credibility of information sources has no significant impact on the dissemination effect.In addition,the location of popular science journals has no regulating effect,and the average number of videos published per month and the number of new media platforms have a regulating effect.[Conclusions]Popular science journals should select WeChat short video themes that are closely related to the audience's daily lives,make attractive titles to attract user's attention,employ multiple elements such as animation,images,and commentary,and add reasonable background music to enhance the video-watching experience.Meanwhile,popular science journals should take on the responsibility of science popularization,recommend attractive disseminators,and be diligent in the operations to build a new media dissemination matrix.
Elaboration likelihood modelPopular science journalWeChat short videoDissemination effect
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