妈祖文化微博官方账号传播效率评价分析  

Evaluation and Analysis of the Communication Efficiency of Official Mazu Culture Accounts on Weibo

作　　者：黄桑桑 罗丹 HUANG Sangsang;LUO Dan(School of Business,Putian University,Putian,Fujian 351100)

机构地区：[1]莆田学院商学院,福建莆田351100

出　　处：《妈祖文化研究》2024年第3期67-75,共9页Mazu Culture Research

基　　金：福建省社科研究基地重大项目(FJ2022JDZ057)。

摘　　要：以新浪微博平台上24个妈祖文化传播官方微博号为研究对象,利用数据包络分析,测度微博官方账号的传播效率。研究发现:4个账号为DEA强有效,在时间成本、技术成本和内容成本等方面的投入获得了理想的用户关注度和社会影响力,妈祖文化传播效率高;20个账号为非DEA有效,且处于规模收益递增阶段,投入方面存在不同程度的运营时间不足,总发博数量有限,在产出方面存在粉丝数、累计转发量、累计评论数和点赞数偏低等。最后,提出要深度优化内容策略、创新运营模式、建设专业化运营团队等建议。This study evaluates the communication efficiency of 24 official Mazu culture Weibo accounts on the Sina Weibo platform using Data Envelopment Analysis(DEA).The findings show that 4 accounts are DEAefficient,achieving ideal user engagement and social influence through investments in time,technology,and content,demonstrating high communication efficiency in Mazu culture dissemination.However,20 accounts are not DEA-effcient and are in a stage of increasing returns to scale.These accounts exhibit varying degrees of shortcomings,such as insufficient operational time and a limited number of posts.In terms of output,the number of followers,cumulative reposts,comments,and likes remain low.The study concludes with recommendations for optimizing content strategies,innovating operational models,and building professional teams for account management.

关 键 词：妈祖文化 传播效率 新浪微博官方账号 数据包络分析 

分 类 号：B933[哲学宗教—宗教学] G206[文化科学—传播学]