Research On Influencing Factors Of The Communication Effect Of Official Douyin Accounts In Colleges And Universities

In the era of Internet information explosion,the rapid development of short video platforms has promoted the arrival of a new round of communication revolution,and Jitterbug short videos have become a new expression of Internet information.Jitterbug has gathered people of all ages,but the young people are still the main force of Jitterbug.Guided by the spirit of "where people are,the focus of propaganda work should be where they are" of General Secretary Xi Jinping,colleges and universities have started to enter Dou Yin short video platform in large numbers to build a new pattern of communication with the advantages of short video platform.The amount of likes,comments and retweets of the official Dou Yin videos of colleges and universities is an important reflection of the communication effect,but due to the late entry time,the construction of official Dou Yin numbers of colleges and universities is still in the fumbling stage and there is a lack of practical experience,so the communication effect of official accounts of different colleges and universities is quite different.Therefore,we analyze the factors affecting the communication effect with the help of the official Jitterbug numbers with mature operation mode and good communication effect,and put forward targeted suggestions to improve the communication effect based on the research results,which is of reference value for the operation team of Jitterbug numbers in colleges and universities to formulate the communication strategy.With the help of fine processing possibility model,this paper starts the research from two paths: the central path and the edge path.Through the literature analysis,10 influencing factors are set: video theme,character,background music type,video length,title tone type,video release time,video presentation form,screen form,whether or not with "#" topic,whether or not to join the collection,and make corresponding hypothesis,and quantify the dissemination effect as the current high recognition We quantify the dissemination effect into three indicators,namely the number of likes,comments and retweets.With the help of Python software,we crawled the data of the Dou Yin account of the People’s Public Security University of China and selected all short videos released between June 1,2021 and September 1,2022 as research samples,and carried out specific empirical research through descriptive statistics,correlation analysis and regression analysis.The results of the empirical study show that both paths have an impact on the communication effect.On the central path,the theme of the video is closely related to the communication effect,and the video showing students’ style will have a significant positive impact on all three dimensions of the communication effect.On the edge path,five factors,namely,the type of background music,video length,title tone,screen format,and whether or not to join the collection,have significant effects on different dimensions of the communication effect.Finally,in view of the empirical findings,the strategic suggestions for improving the communication effect of college Dou Yin numbers are proposed from two levels of content and production,in order to provide methods and references for college Dou Yin number operation teams.