Research On The Communication Effect Of Health Account On Tik Tok Platform

Health has always been a hot topic.In the era of traditional media,health communication mainly relies on newspapers,radio,television and other media to spread health knowledge to the public.The timeliness and influence have certain limitations.With the advent of the Internet era,health communication has begun to innovate and transform with the help of new media.Compared with the past,great changes have taken place in the communicators,contents,channels and objects of health communication.With the increasing number of Internet users and the increasing popularity and utilization of short video,short video plays an important role in spreading health knowledge.The Tik Tok health account is ranked the top twenty.The research results are analyzed through case study,questionnaire and interview.The first part introduces the overview of health accounts on Tik Tok platform from three aspects: the characteristics of health communication on Tik Tok platform,the analysis of communication factors of health accounts on Tik Tok platform and the basic information of health account samples.The second part analyzes the basic situation of the communication effect of health accounts on Tik Tok platform.Questionnaire is issued through multiple channels,and the results of questionnaire collection are analyzed from the basic characteristics,usage situation,usage motivation and satisfaction performance of users.The third part mainly studies the factors influencing the communication effect of health accounts on Tik Tok platform from three aspects: communicators,communication content and users.It is found that the credibility and authority of communicators,the form of communication content and the basic information of users will all influence the communication effect of health short videos on Tik Tok platform to different degrees.The fourth part introduces the current problems of health accounts on Tik Tok platform and puts forward corresponding countermeasures.The study found that the communication effect of Tik Tok platform’s health account was better in the cognitive attitude of the user and the effect of communication should be improved when the cognitive attitude level was transformed into the behavioral level.It is obvious that to achieve better communication effect,the health accounts of shaking platform need to be strengthened professionally,Tik Tok content,enrich the communication form,improve the communication effect,strengthen account supervision and improve the certification system,increase publicity efforts and improve the user’s health literacy.