摘要
[目的/意义]社会化视频推荐书目是阅读推广新模式,深入研究有助于探索更精准化和个性化的阅读推广服务。[方法/过程]以哔哩哔哩视频平台"读书等身"活动产生的前99本推荐书目及其推荐视频为研究对象,统计分析其推荐书目特征、视频特征与推荐效果的关系,并运用扎根理论构建书目推荐动因模型。[结果/结论]社会化视频推荐书目内容以经典文学为主,推广方式具有较强的互动性和较高的影响力,推广动因包括个体特征、读书功用、知识价值和社会互动因素。对于图书馆而言,可在用户行为、视频营销、阅读内容、阅读生态、品牌塑造5个方面加强社会化视频阅读推广。
[Purpose/significance]Recommended bibliography of social videos is the new model of reading promotion.In-depth study of it helps to explore more precise and personalized reading promotion services.[Method/process]The paper selected the top 99 recommended books and their recommended videos produced by‘Du Shu Deng Shen’of bilibili.Then,it analyzed the content characteristics of the recommended books,the relationship between the video characteristics and the recommended in effect,and constructed the motivation model of recommended bibliography of social videos through grounded theory.[Result/conclusion]The content of the recommended bibliography is mainly classics,and the promotion method has strong interaction and high influence.The promotion motivation includes individual characteristics,reading function,knowledge value and social interaction factors.For libraries,the promotion of social video reading should be strengthened in five aspects:user behavior,video marketing,reading content,reading ecology,and brand building.
作者
许秦
孟祥保
顾建新
Xu Qin;Meng Xiangbao;Gu Jianxin(School of Economics and Management,Southeast University,Nanjing 211189;Southeast University Library,Nanjing 211189)
出处
《图书情报工作》
CSSCI
北大核心
2021年第16期56-64,共9页
Library and Information Service
基金
国家社会科学基金青年项目"大数据时代图书馆数据素养教育理论建构与实践创新研究"(项目编号:17CTQ040)研究成果之一。
关键词
推荐书目
哔哩哔哩
阅读推广
图书馆
视频营销
recommended bibliography
bilibili
reading promotion
library
video marketing
