本文關(guān)鍵詞： 出版社 微博 傳播效果 新媒體 工作日效應(yīng)　出處：《出版科學(xué)》2017年01期 　論文類型：期刊論文

【摘要】：基于對(duì)22個(gè)新浪機(jī)構(gòu)認(rèn)證微博一個(gè)月的博文發(fā)布與反饋情況的調(diào)查統(tǒng)計(jì),考察出版社微博的信息內(nèi)容、發(fā)布方式與其實(shí)際傳播效果的關(guān)系。研究發(fā)現(xiàn),原創(chuàng)內(nèi)容的致效功能顯著優(yōu)于轉(zhuǎn)發(fā)性博文,而非營銷性的、勸說意圖不明顯的內(nèi)容更易吸引受眾點(diǎn)贊,形成淺層次的傳播效果;在對(duì)發(fā)布方式致效功能的研究中,發(fā)現(xiàn)"工作日效應(yīng)"的存在。
[Abstract]:Based on the investigation and statistics of 22 Sina organizations certifying Weibo's post and feedback for one month, this paper investigates the relationship between the information content of Weibo publishing house, the way of publishing and the actual effect of dissemination. The effect function of original content is better than that of forwarding blog, but the content of marketing, which is not obvious in persuasion, is more likely to attract audience praise and form a superficial communication effect. In the study of the effect of release mode, the existence of "working day effect" is found.
【作者單位】： 南開大學(xué)文學(xué)院;
【基金】：天津市哲學(xué)社會(huì)科學(xué)規(guī)劃青年項(xiàng)目“社交媒體傳播效果研究”(TJXC16-001Q)成果之一 中央高�；究蒲袠I(yè)務(wù)費(fèi)專項(xiàng)資金項(xiàng)目支持(NKZXB1468)
【分類號(hào)】：G239.22-F
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本文編號(hào)：1492792