SERVICE RESEARCH

Research on the Influence of Academic Journal WeChat Official Account Promotion Mode on Paper Dissemination Effect

  • Li Lei ,
  • Wang Xuyan ,
  • Huang Kun ,
  • Chen Shi
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  • School of Government, Beijing Normal University, Beijing 100875

Received date: 2023-11-29

  Revised date: 2024-02-25

  Online published: 2024-08-24

Supported by

This work is supported by the ISTIC-TAYLOR & FRANCIS GROUP Academic Frontier Observation Joint Laboratory of the Institute of Scientific and Technical Information of China project titled “Research on the Impact of New Media Promotion Models on the Dissemination Effect of Academic Journal Articles” (Grant No. IT2209), and Beijing Natural Science Foundation of China project titled “Dynamic Performance Assessment of Science Funds Oriented to Innovation Contributions: Based on the Perspective of Knowledge Evolution with Government Participation” (Grant No. 9232013).

Abstract

[Object/Significance] Based on the WeChat official account of academic journals, this paper discusses the influence of the promotion mode on paper dissemination effect, explores the new media development path, and discusses the communication strategy for enhancing the paper dissemination by the new media, and provides reference for the development of new media for domestic academic journals. [Method/Process] This study combined with literature research and the actual situation analysis of WeChat official account paper promotion mode. It adopted multiple linear regression to examine the impact of the promotion mode of official account paper tweets on the social dissemination effect of papers across different disciplinary backgrounds from four dimensions: content expression form, single promotion quantity, interaction form, and release time. By integrating data from CNKI, it further analyzed the role of WeChat official account promotion in improving the academic paper dissemination effect. [Result/Conclusion] On the whole, better social dissemination effects could be achieved by pushing multiple papers in a single tweet, opening the comment function, publishing paper tweets at night and promoting the full text of the paper. These promotion modes have different impact on the social dissemination effect of papers in different disciplines. For example, in the terms of content expression of paper tweets in official accounts, social sciences and medicine should adopt the full paper format, while natural sciences should adopt the paper excerpts. In addition, the promotion of WeChat official accounts also has a significant effect on the academic dissemination effect of papers. Finally, from the aspects of enriching the promotion mode of WeChat official accounts, integrating with multimedia to multi-platforms, reflecting disciplinary characteristics and strengthening interdisciplinary interaction, and the academic implementation policies, this paper puts forward relevant suggestions to improve the dissemination effect of new media of Chinese periodicals.

Cite this article

Li Lei , Wang Xuyan , Huang Kun , Chen Shi . Research on the Influence of Academic Journal WeChat Official Account Promotion Mode on Paper Dissemination Effect[J]. Library and Information Service, 2024 , 68(16) : 50 -61 . DOI: 10.13266/j.issn.0252-3116.2024.16.005

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