本文選題：出版社 + 微信��； 參考：《科技與出版》2017年09期

【摘要】：基于對(duì)30個(gè)公眾號(hào)1個(gè)月時(shí)間內(nèi)全部推文的調(diào)查分析,本文考察了當(dāng)前出版社微信推文的編輯特色及其對(duì)傳播效果的影響。研究發(fā)現(xiàn):第一,出版社微信推文的選題呈現(xiàn)出較強(qiáng)的專業(yè)性、營(yíng)銷性特征,而且選題類型差異能夠較為顯著地影響訂閱者的閱讀意愿;第二,出版社微信推文中原創(chuàng)內(nèi)容比例較高,且原創(chuàng)內(nèi)容的傳播效果全面優(yōu)于轉(zhuǎn)發(fā)性內(nèi)容;第三,頭條位置有助于提升閱讀量,但無(wú)法提升實(shí)際好評(píng)度;第四,多媒體元素的編輯應(yīng)用不能正向影響傳播效果。
[Abstract]:Based on the investigation and analysis of all tweets in 30 public numbers in one month, this paper investigates the editing features of WeChat tweets and their influence on the communication effect. The results show that: first, the topic selection of WeChat Twitter shows a strong professional, marketing characteristics, and the differences in the type of topics can significantly affect the readers' reading willingness; second, The publishing house WeChat tweets the original content proportion is high, and the original content dissemination effect is completely superior to the forwarding content; third, the front page position helps to increase the reading quantity, but does not enhance the actual praise degree; fourth, The editing application of multimedia elements can not affect the propagation effect in a positive way.
【作者單位】： 南開(kāi)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)
【分類號(hào)】：G230.7
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本文編號(hào)：2099736