The Operationalization Of Social Media Engagement In The Context Of Health Communication

In recent years,the theory of public relations dialogue has been continuously developed.Most of the current researches use the content analysis coding table for websites developed by Kent and Taylor in the late 1990s to conduct applied research in different media situations.The research perspectives are mostly from a single subject(Mainly companies,government departments or non-profit organizations).This research attempts to start from a basic concept in dialogue theory—engagement,to sort out this important but vaguely defined concept,and to combine the functional attributes of social media,to try to engage in engagement from both the organization and the public through hooking.Theory,Dialogue Theory,Organization-Public Relationship Theory,theoretically construct the concepts and operational dimensions engaged in social media.This article defines social media engagement as a dynamic process of interaction between organizations and the public in the context of social media.Organizations usually act as the initiators of interactions through(information content,information presentation,social-like,and dialogue engagement).Arouse the engagement of the audience(including the engagement of the three dimensions of cognition,relationship and behavior)to establish and maintain a balanced relationship between the organization and the public and the co-creation of meaning.At the methodological level,this research first started from the public side,and conducted surveys on health Weibo users through questionnaire survey and interview methods.The pre-survey tested and revised the reliability and validity of the social media engagement scale through a small sample.In the formal research phase,556 valid questionnaires were collected,and the social media engagement scale was determined through exploratory factor analysis and confirmatory factor analysis.The reliability and applicability of the system,combined with structural equation model statistics,are verified,and the following results are found:the four dimensions engaged in the organization can positively predict the engagement of the public’s relationship dimensions,and can be engaged in indirect positive predictions through the relationship.The public’s behavior is engaged.In addition,this research also combines in-depth interviews with 5 Weibo operators and 5 in-depth users with a total of 10 person-times.In addition to the quantitative results,this study attempts to provide more specific and practical suggestions for the engagement of social media on the organization side.