丁香医生健康类微视频的传播效果及优化策略

微视频是当前风头强劲的传播新形态,丁香医生作为健康领域新媒体的代表,在微视频制作和传播方面表现突出,但其传播效果如何则有待验证。选取丁香医生健康类微视频作为研究对象,通过实证研究的方式,一方面,从内容分发平台入手,结合平台内2017-2018年790份健康类微视频样本的用户的点赞量、转发量和评论量以及评论内容,考察丁香医生健康类微视频的浅层传播效果;另一方面,以“知信行”模式为基础,通过357份问卷调查,评估丁香医生健康类微视频在用户心理、态度和行为层面的深层次传播效果。在对丁香医生健康类微视频传播效果分析的基础上提出有针对性优化策略。

Research on the communication effect and optimization strategy of Dr. Clove's health micro video

Micro video is a new communication form with strong momentum. As a representative of new media in the field of health, Dr. Lilac has outstanding performance in the production and communication of micro video, but its communication effect needs to be verified. Taking Dr. Clove''s health micro video as the research object, through the way of empirical research, on one hand, starting from the content distribution platform, combines with 790 samples of health micro video users'' likes, forwards, comments and comments on the platform in 2017-2018, the shallow communication effect is examined; on the other hand, the "knowing, believing and doing" mode is adopted, the in-depth communication effect of Dr. Clove''s health micro video on the basis of the user''s knowledge-attitude-behavior model is evaluated based on 357 questionnaires. Through the analysis of the effect of Dr. Clove''s health micro video transmission, this paper puts forward the targeted optimization strategy.