Research on the Dissemination power and Influence Factors of University Official Douyin Account
DOI:
https://doi.org/10.54097/ijeh.v2i3.349Keywords:
University official Douyin account, dissemination power, Influencing factors.Abstract
In the new media ear,university official Douyin account is a new platform of news publicity and image building of universities.It plays an irreplaceable role in expanding influence, remodeling its image and conveying campus culture.This paper uses content analysis and regression analysis to analyze 480 Douyin short videos of 18 university official accounts with more than 500 thousand fans.The account location of university official Douyin account has a key impact on the dissemination power. The different content themes and the presentation of short video have significant differences in dissemination power. This paper suggests that universities should identify the role orientation of official Douyin account,enrich the content and theme of short videos,optimize the expression of short videos,in order to improve university publicity and reputation.
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