Tian Yu, Liu Shuaishuai, Zhang Desheng
Department of Journalism and Communication, Wuhan Sports University, Wuhan, China.
Department of Physical Education, Wuhan Sports University, Wuhan, China.
Digit Health. 2023 Dec 11;9:20552076231219116. doi: 10.1177/20552076231219116. eCollection 2023 Jan-Dec.
This study analyzed the popularity of TikTok health knowledge popularization accounts with the objective of creating a template for accounts suited to widely disseminating information, thereby enhancing the public's access to health knowledge on a broader scale.
This study is based on 40 Chinese TikTok short video accounts from and were engaged in health science popularization. Data were validated by structured calibration using three qualitative anchors. It employs the "content-context" and the elaboration likelihood models as the theoretical framework. A qualitative comparative analysis is used to explore the factors affecting the popularity of this type of account mechanism.
Among the nine variables involved in the calculation, one reached 0.909091, demonstrating that the number of followers was both a necessary factor and a condition for the popularity of short health science video accounts. There were 16 paths in the complex solution with a consistency of 1, and their overall coverage reached 0.878788, indicating that approximately 87% of the cases could be explained. From the spread of the content and communication situation, professional medical knowledge, current hot topics, professionals, and serious issues were the most likely combinations for rapid spread. From the perspective of the central and edge paths, "likes" exceeding 100,000 and fans exceeding 1 million were essential combinations.
The dissemination of medical knowledge has gained significant traction, especially with regard to trending and popular topics. When it comes to the tone of communication, a serious style proved effective in fostering what can be termed "hot communication." From the standpoint of central and peripheral paths, it is crucial that the number of likes in the past month and the total number of fans surpass 100,000 and one million, respectively.
本研究分析了抖音健康知识普及账号的受欢迎程度，旨在创建一个适合广泛传播信息的账号模板，从而在更广泛的范围内增强公众对健康知识的获取。
本研究基于40个来自抖音且从事健康科普的中文短视频账号。数据通过使用三个定性锚点的结构化校准进行验证。它采用“内容-情境”和详尽可能性模型作为理论框架。运用定性比较分析来探索影响这类账号机制受欢迎程度的因素。
在计算所涉及的九个变量中，有一个达到了0.909091，表明粉丝数量既是健康科普短视频账号受欢迎的必要因素，也是条件。复杂解中有16条路径，一致性为1，其总体覆盖率达到0.878788，表明约87%的情况可以得到解释。从内容传播和传播情境来看，专业医学知识、当下热点话题、专业人士以及严肃问题是最有可能快速传播的组合。从中心路径和边缘路径的角度来看，“点赞”超过10万且粉丝超过100万是关键组合。
医学知识的传播已获得显著关注，尤其是在热门和流行话题方面。在传播语气方面，严肃风格在促成所谓的“热传播”方面被证明是有效的。从中心路径和边缘路径的角度来看，过去一个月的点赞数和粉丝总数分别超过10万和100万至关重要。
