摘要
随着社交媒体的普及,微信公众号成为高校图书馆发布信息的主要渠道之一。探究高校图书馆微信公众号文章传播效果的影响因素,可以帮助高校图书馆更好地发挥信息传递功能,提升其服务水平。基于启发-系统模型,文章采用fsQCA方法探讨知名度、粉丝数、主题类型等因素的组合对高校图书馆微信公众号文章传播效果的影响。通过对收集到的214个案例样本进行实证分析,得到高校图书馆微信公众号文章获得良好传播效果的9条组态路径,并按照路径中对传播效果起正向促进作用的条件变量的因素类型,将其分为环境、技巧与内容驱动型,技巧驱动型,环境驱动型,内容与技巧驱动型。根据研究结果,文章提出创作多样化的优质内容、灵活运用技巧因素、加强知名度建设等提升高校图书馆微信公众号文章传播效果的建议。
With the popularity of social media,WeChat public accounts have become one of the main channels for university libraries to release information.Exploring the influencing factors of the dissemination effect of articles on WeChat public accounts of university libraries can help university libraries better perform their information transmission functions and improve their service levels.Based on the heuristic-system model,this study uses the fsQCA method to explore the impact of the combination of factors such as popularity,number of fans,and topic types on the communication effect of articles on WeChat public accounts of university libraries.Through empirical analysis of 214 case samples collected,9 configuration paths for university library WeChat public account articles to achieve good communication effects were obtained,and according to the factors of the conditional variables in the paths that positively promoted the communication effects Type,we divide it into environment,skill and content-driven type,skill-driven type,environment-driven type,content-and-skill-driven type.Based on the research results,this study puts forward suggestions to improve the dissemination effect of articles on WeChat public accounts of university libraries,such as creating diversified high-quality content,flexibly using technical factors,and strengthening visibility building.
作者
陈烜
马桐桐
CHEN Xuan;MA Tong-tong(School of Business Administration,Liaoning Technical University,Huludao 125105,China)
出处
《大学图书情报学刊》
2024年第5期110-119,共10页
Journal of Academic Library and Information Science
基金
辽宁省教育科学“十四五”规划2022年度立项一般课题“高校课程思政教学评价体系研究”(JG22DB348)
辽宁省教育厅基金项目“基于公共价值的政务服务数字化转型研究”(LJKMR20220711)。
关键词
高校图书馆
微信公众号
信息传播
传播效果
组态路径
university library
WeChat public account
information dissemination
communication effect
configuration path
