学术期刊微信公众号推广模式对论文传播效果的影响研究

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

[目的/意义]探讨基于微信公众号的学术期刊推广模式对论文传播效果的影响,探索学术期刊新媒体办刊发展新道路,提升论文新媒体传播效果的传播策略,为国内学术期刊新媒体发展提供参考。[方法/过程]通过结合文献调研和微信公众号论文推广模式的实际情况,采用多元线性回归分析从内容表现形式、单次推广数量、互动表现形式、发布时间4个维度分析学术期刊微信公众号论文推文的推广模式对不同学科背景下论文社会传播效果的影响。另外,结合知网论文数据,进一步分析学术期刊微信公众号推广对于论文学术传播效果提升的作用。[结果/结论]首先,从整体来看,学术期刊微信公众号上单次推送多篇论文、开通评论功能、在晚间发布论文推文以及以论文全文形式推广能获得更好的社会传播效果。这些推广模式对不同学科论文社会传播效果的影响存在一定差异,例如在学术期刊微信公众号论文推文的内容表现形式方面,社会科学和医学领域应采用论文全文的形式,而自然科学领域宜采用论文节选的形式。其次,学术期刊微信公众号推广对于论文学术传播效果的提升也具有显著的作用。最后,从丰富学术期刊微信公众号推广模式、与多媒体融合向多平台发力、体现学科特色与加强跨学科互动、加强学术落地政策建设等方面,提出提升我国期刊新媒体传播效果的相关建议。

[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.