科技管理类期刊微信公众号运营对期刊影响力的提升研究

Influence of the operation of WeChat official accounts on scientific management journals

【目的】了解我国科技期刊的发展现状,探究科技管理类期刊微信公众号的运营与期刊影响力之间的关系,为科技期刊影响力的提升提供参考。【方法】以科技管理类CSSCI来源期刊为调查样本,利用两阶段回归方法--普通最小二乘法和伪泊松极大似然估计,从期刊的微信公众号日常推文的数量、总在看数、月均发文量以及开通时间等角度探讨科技管理类期刊微信公众号的运营与期刊影响力之间的关系。【结果】微信公众号的推文数量和阅读数量对科技管理类期刊的影响力具有显著正向影响。【结论】科技管理类期刊应加强微信公众平台的运营与建设,提高推文频次,丰富推文内容,保证一定数量的原创文章,充分利用新媒体的资源优势,提升期刊的影响力。

[Purposes] This paper aims to understand the status quo of the development of scientific journals in China,explore the relationship between the operation of WeChat official accounts of scientific management journals and the influence of journals,and provide references for improving the influence of journals.[Methods] Taking scientific management journals indexed by CSSCI as samples,we used the two-stage regression method,ordinary least squares(OLS),and pseudo Poisson maximum likelihood(PPML),to explore the relationship between the operation of WeChat official accounts and the influence of scientific management journals from the perspectives of the total amount of daily tweets issued by the WeChat official accounts of scientific journals,the total amount of views,the average monthly amount of tweets,and the operation time.[Findings] The number of tweets and readings of WeChat official accounts has a significant positive influence on the imfact factor of scientific management journals.[Conclusions] The scientific management journals should strengthen the operation and construction of the WeChat official accounts and increase the frequency of tweets.In addition,journals should enrich the contents of tweets,ensure a certain number of original articles,and fully utilize the resource advantages of new media to enhance their influences.