高校社科学报微信公众号传播效果的影响因素与驱动机制——以16种CSSCI学报为例

Influencing factors and driving mechanism of communication effect of WeChat official accounts of university social science journals: Taking 16 CSSCI journals as examples

【目的】探究高校社科学报微信公众号传播效果的影响因素与作用路径,为提高社科学报传播效果与影响力提供参考。【方法】以开通微信公众号的16种高校社科学报为分析对象,运用模糊集定性比较分析方法和fsQCA 3.1b软件,从传播主体、发布时间、功能设计、阅读量和在看量等方面,对高校社科学报微信公众号传播效果的核心因素与生成路径展开实证分析。【结果】高校社科学报微信公众号传播效果具有“多因并发”特征,传播主体和在看量为核心影响因素,功能设计和阅读量为辅助因素。高校社科学报取得良好传播效果存在客体驱动和母体驱动两条作用路径。【结论】高校社科学报微信公众号提升传播效果,应从保持内容发布时间固定、充分利用母体资源和做好推送内容质量与形式设计三方面着手。

[Purposes] This paper aims to explore the influencing factors of the communication effect of WeChat official accounts of university social science journals and the driving mechanism, which is expected to provide a reference for improving the communication effect and influence of social science journals. [Methods] Taking the 16 university social science journals with WeChat official accounts as examples, we adopted the fuzzy-set qualitative comparative analysis and fsQCA 3.1 b software to unveil the core influencing factors and generation path of the communication effect from the aspects of dissemination subject, release time, function design, views, and Wows. [Findings] The communication effect of the WeChat official accounts of university social science journals is co-determined by multiple factors, with dissemination subject and Wows as the core factors and function design and views as auxiliary factors. The communication is achieved by the object-driven path and the subject-driven path. [Conclusions] University social science journals should fix the time for content release on WeChat official accounts, make full use of university resources, and improve the quality and form of the content on the accounts to achieve ideal communication effect.