Empirical study on influencing factors of communication effect of scientific journal video on bilibili
[Purposes]This paper aims to deeply study and understand the influencing factors of the communication effect of scientific journal videos,which promote journal media development and facilitate widespread communication of scientific research achievements.[Methods]Starting from communication elements and processes,this paper refined the communication effect by following the process of audience psychological change,constructing a theoretical framework for identifying the influencing factors of scientific journal video communication effects.We obtained communication data from journals selected under the"Excellence Action Plan for Chinese STM Journals"(excluding popular science journals)on bilibili and conducted empirical research on the influencing factors of scientific journal video communication effects using multiple linear regression analysis.[Findings]The influencing factors of scientific journal video communication effects on bilibili mainly include communication subject elements,such as integrated subjects and sponsoring unit types;communication channel elements,such as account verification and update frequency;communication content elements,such as content themes,number of tags,subtitles,and release times.[Conclusions]Multiple strategies are proposed to enhance the communication effect of scientific journal videos:encouraging journals to collaborate,strengthening resource traction by sponsoring units,improving account credibility,maintaining moderate levels of activity,building content brands,delivering precise content,and optimizing distribution tactics.
NETL
NSTL
万方数据
