Factors influencing knowledge dissemination effect of short video platforms for scientific journals in China:An empirical analysis based on Bilibili
[Purposes]This paper aims to explore the factors influencing the knowledge dissemination effect of scientific journals on Bilibili and propose strategies and suggestions to promote the optimization of knowledge dissemination content of scientific journals on short video platforms.[Methods]Using the heuristic-systematic model analysis framework,we quantified the dissemination effects of 419 scientific journal videos on Bilibili in detail and employed analysis of variance and regression analysis to investigate influencing factors.[Findings]Features of the publisher(account authority,account name,interaction in the comment section),feed features(number of tags,publishing period),and content features(video content,video category,video duration,commentator,presentation method)all have an influence on the dissemination effect,with content features having particularly significant influence.[Conclusions]Knowledge creators should cultivate a positive scientist image and deeply comprehend and utilize the communication logic of social media platforms to improve the dissemination efficiency and influence of knowledge products,thus effectively disseminating scientific knowledge in social media environments.In addition,knowledge creators should also employ explicit expressions conducive to public comprehension in the process of content transformation.
Scientific journalShort video platformHeuristic-systematic modelKnowledge disseminationBilibili
NETL
NSTL
万方数据
