Influencing factors and driving mechanisms of communication effect of WeChat official accounts of scientific popularization journals: Taking Excellent Scientific Popularization Journals in China (2020) as examples

Subjects: Digital Publishing >> Internet Journals submitted time 2024-01-31

BI Chongwu YAN Jingpei ZHANG Yixing ZHOU Jinghong

Abstract： Purposes  To explore the influencing factors and driving mechanisms of communication effect of WeChat official accounts of scientific popularization journals, which is expected to provide suggestions for improving operational strategies and enhancing communicative power.
Methods  Taking the latest edition of China's excellent scientific popularization journals (2020) as an example, we analyzed the factors influencing communication effect of WeChat official accounts using ordered logit regression model from four aspects: environment, techniques, content, and interaction. Furthermore, the fuzzy-set qualitative comparative analysis method was employed to explore the driving mechanisms that lead to favorable communication effect.
Findings  The communication effect of WeChat official accounts of scientific popularization 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 achievement of favorable communication effect.
Conclusions  To enhance the communication effect of WeChat official accounts of scientific popularization journals, it is suggested to give full play to environmental advantages and optimize platform construction; establish marketing concept and improve push strategy; adhere to knowledge leading and innovative content output; build user links and enhance interaction.
 

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