The Influence Factors and Empirical Research of the Information Communication Effect of Government Official Accounts on Bilibili

Subjects: Library Science，Information Science >> Information Science submitted time 2023-04-01 Cooperative journals: 《图书情报工作》

Chen Qiang Zhang Yangyi Ma Xiaoyue Zeng Runxi

Abstract： [Purpose/significance] As one of the important channels for the communication between governments and young citizens, the information communication effect of government agencies' official accounts on Bilibili determines the communication efficiency and effect. Thus, studying on the influence factors of the information communication effect of these accounts will benefit the communication effect.[Method/process] By using the content analysis and regression analysis, this study took 471 samples of the official account of The Central Committee of the Communist Young League in Bilibili as an example to systematically explore the influence of content theme, video category, the image of cover, screen format, subtitles, organizational form, editing rate, and video duration on the communication effect of government accounts in Bilibili.[Result/conclusion] The results show that the theme of technology, music, and fashion can improve the overall communication effect, and technology videos have the highest contribution; melodrama, live video, and surveillance video all significantly affect the overall communication effect, and live video has the highest contribution. What's more, video clip rate, vertical screen video, subtitle addition, collaborative creation, etc. can make a positive effect as well. The vertical screen contributes the most. Yet video duration and covers are not significant. The operation of government Bilibili accounts should fully release the patriotic emotion of youth, make some innovations on the video form, optimize the process of making videos and make some innovations on the organization form.

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