Research On The Influencing Factors Of The Spread Effect Of Official Tik Tok Accounts In Colleges And Universities

The improvement of Internet technology has promoted the development of the mobile short video industry.With the characteristics of rich information,convenient and fast,mobile short videos cater to the "fragmented" way of obtaining information for contemporary audiences,and has gradually become an important propaganda medium in today’s era.As the country pays more and more attention to the education industry,the audience attaches more importance to education.More and more colleges and universities use the TIK-TOK platform to open official accounts and carry out dissemination activities.However,due to the short development time of mobile short videos,colleges and universities lack practical experience of publicity and dissemination through the TIKTOK platform,and the official TIK-TOK accounts of some universities still have systemic problems such as vague role positioning,homogenization of content creation,and users staying in shallow interaction in practice.Therefore,the systematic analysis of the factors affecting the communication effect of university vibrato,and based on this,it is of great significance to put forward targeted improvement suggestions to improve the communication effect of college vibrato and create a good communication environment.In this thesis,taking the influencing factors of the communication effect of TIKTOK in colleges and universities as the research object,comprehensively using the content analysis method,case study method and other research methods,763 short videos of 10 universities with typical representative opening official TIK-TOK accounts are selected as samples for research.On the basis of careful analysis of the current characteristics of the dissemination of university vibrato works,based on the heuristicsystem model,the discussion is carried out from the two dimensions of inspiration and system,and the deep-seated influencing factors affecting the communication effect of college vibrato are deeply excavated.The study synthesized the literature research conclusions and video sample characteristics,constructed 12 influencing factors,and quantified the communication effect into three indicators of high recognition at present:the number of likes,comments and forwards,and the SPSS software was used to mathematically analyze the 12 influencing factors and three indicators to explore the influencing factors.The results show that compared with the heuristics,the system factors play a more important role in the communication effect,and the content theme,originality,presentation form,and the mood,title content and style of the video in the system factors all significantly affect the three measures of the communication effect;the activity in the heuristic factors has a significant impact on the number of likes,comments and forwards,and the university category and video duration significantly affect the number of likes and comments,and have no impact on the number of forwards.In order to improve the accuracy of this study,this thesis selects 10 successful university short videos as research cases and summarizes their successful experiences.At the end of the article,the comprehensive research conclusions and the dissemination characteristics of high-heat videos put forward suggestions for the operation of short video accounts in colleges and universities.The research results of this thesis,can provide certain reference value for the official TIK-TOK platform of universities to formulate publicity strategies.