An Empirical Study On Impact Elements Of The Communication Effect Of Wechat Official Accounts Set By University Presses

For the dissemination of the WeChat public platform of university publishing houses,the article uses empirical research methods and uses the data of Qingbo Index Platform to randomly sample 500 pieces of Wechat public platform tweets in the first quarter of 2017,using SPSS statistical software for correlation and regression analysis.According to the theoretical basis and literature review,the effect of the communication of the WeChat public platform of the university press was manipulated into two aspects: the amount of reading and the amou nt of praise;the influencing factors included three main aspects: the main body of communication,the process of dissemination,and the content of communication.Subject,time of release,presentation method,title type,content genre,type of book,lengt h of tweet,original or not,etc.Collecting and analyzing the relative data from Qinbo Indicators,I find the following results.1.Comparing to other university presses,these Wechat official accounts set by “C9” presses can gain a higher level of communication effect.2.Comparing to other time,if university press' s Wechat official accounts push new content on “6:01-9:00 ”,“12:01-15:00 ”,“18:01-24:00”will gain a higher level of communication effect.3.Using interrogative sentence can bring a higher level of communication effect than other sentences.4.Video content can bring a higher level of reading quantity theoretically while this type of content can not gain significant advantage than other types.5.Humanities and social science book ca n bring a higher level of communication effect than other types of book.6.These articles with a number of words from 3000 to 4500 can bring a higher level of communication effect than others.7.Original content can bring a higher level of communication effect than reprint.According to the statement above,university press should take actives as bellow.First,strengthen the platform of Wechat official account and improve people 's view about it.Second,choose the best way to disseminate content so that people's evaluation will increase.Finally,create the high-quality content and shape elegant brand image.