出版社微信推文编辑策略的传播效果研究

发布时间：2018-07-05 09:24

  本文选题：出版社 + 微信　； 参考：《科技与出版》2017年09期

【摘要】：基于对30个公众号1个月时间内全部推文的调查分析,本文考察了当前出版社微信推文的编辑特色及其对传播效果的影响。研究发现:第一,出版社微信推文的选题呈现出较强的专业性、营销性特征,而且选题类型差异能够较为显著地影响订阅者的阅读意愿;第二,出版社微信推文中原创内容比例较高,且原创内容的传播效果全面优于转发性内容;第三,头条位置有助于提升阅读量,但无法提升实际好评度;第四,多媒体元素的编辑应用不能正向影响传播效果。
[Abstract]:Based on the investigation and analysis of all tweets in 30 public numbers in one month, this paper investigates the editing features of WeChat tweets and their influence on the communication effect. The results show that: first, the topic selection of WeChat Twitter shows a strong professional, marketing characteristics, and the differences in the type of topics can significantly affect the readers' reading willingness; second, The publishing house WeChat tweets the original content proportion is high, and the original content dissemination effect is completely superior to the forwarding content; third, the front page position helps to increase the reading quantity, but does not enhance the actual praise degree; fourth, The editing application of multimedia elements can not affect the propagation effect in a positive way.
【作者单位】： 南开大学文学院;
【基金】：天津市哲学社会科学规划青年项目“社交媒体传播效果研究”(TJXC16-001Q)
【分类号】：G230.7
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本文编号：2099736