高校官方微信公众号的影响力评价及实证研究  

Evaluation and Empirical Study on the Influence of University Official WeChat Accounts

作　　者：杨颖[1] 谢媛媛 李宇啸 YANG Ying;XIE Yuanyuan;LI Yuxiao(School of Management,Hefei University of Technology,Hefei 230009,China;Press of Journal, Hefei University of Technology, Hefei 230009, China)

机构地区：[1]合肥工业大学管理学院,合肥230009 [2]合肥工业大学学报杂志社,合肥230009

出　　处：《合肥工业大学学报（社会科学版）》2020年第6期119-124,共6页Journal of Hefei University of Technology(Social Sciences)

摘　　要：以网络信息传播模式分析为基础,分别从传播主体、传播媒介、传播内容、传播受众和传播效果等层面构建了高校官方微信公众号影响力评价指标体系;考虑到指标之间可能存在的相关性,选用网络分析法确定指标权重并给出微信公众号影响力评价方法;最后,以H高校的官方微信公众号为研究对象开展一年的动态评价,并将该评价结果与微信传播指数的评价结果相比较,两者在整体走势上保持一致,数据波动幅度也较为一致,从而验证了该评价方法的合理性。Based on the analysis of network information dissemination mode,this paper develops an influence evaluation indicator system for university official WeChat accounts from the perspectives of subject,medium,content,audience and effect of communication.Then,taking into account the possible correlation between indicators,the weights of the indicators are obtained and an evaluation model is developed based on analytic network process(ANP),and a comprehensive scoring calculation method is given.Finally,a comparative study based on the indicators data from official WeChat account of H university in a one-year period is carried out with WeChat Communication Index(WCI).Experimental results of the two evaluation systems achieve high consistencies in both overall trends and data fluctuations during the given period.It indicates that the proposed evaluation model in this paper has certain rationality and practicability.

关 键 词：官方微信公众号 影响力 评价 高校 网络分析法 

分 类 号：G206[文化科学—传播学]