Subjects: Digital Publishing >> Internet Journals submitted time 2024-03-05
Abstract： This paper aims to explore the factors influencing 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 video. Methods Elaboration Likelihood Model theory was employed as the theoretical framework, 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 video in popular science journals.These factors include themes,title techniques, presentation form, background music, attraction of information source.However, short videos duration, professionalism and credibility of information source have no significant impact on the dissemination effect.In addition,the average number of videos published per month and the number of new media platforms rather than the location of popular science journals has a moderating effect. Conclusions WeChat short videos in popular science journals should select those content themes that relevant and resonate with audience’s daily lives to optimize dissemination effect.More enjoyable vedio-watching experience would be enhanced by making attractive title,employing multiple elements such as animation, images, commentary, and adding background music reasonably. Meanwhile, it’s essential for popular science journals to take on the responsibility of science popularization and recommend attractive disseminators.The strategic emphasis on diligence in the operations of short videos,as well as the development of multi platform dissemination style,is vital to enhance the dissemination effect.
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