Liao Jiaman, Huang Xueliang, Huang Hao, Shen Cuina, Li Lixia, Li Yushao, Zhan Yiqiang
Nanlian Community Health Service Center, Shenzhen Longgang Central Hospital, Shenzhen, China.
Department of Epidemiology, School of Public Health, Sun Yat-Sen University, Shenzhen, China.
J Med Internet Res. 2025 Jan 20;27:e65372. doi: 10.2196/65372.
With the rapid expansion of social media platforms, the demand for health information has increased substantially, leading to innovative approaches and new opportunities in health education.
This study aims to analyze the characteristics of articles published on the "Dr Ding Xiang" WeChat official account (WOA), one of the most popular institutional accounts on the WeChat platform, to identify factors influencing readership engagement and to propose strategies for enhancing the effectiveness of health information dissemination.
A total of 5286 articles published on the "Dr Ding Xiang" WOA from January 2021 to December 2021 were collected and analyzed. Additionally, a random sample of 324 articles was selected for detailed text analysis. Univariate analysis was conducted using the chi-square test, and multivariate analysis was performed using multivariable logistic regression.
In 2021, the total number of reads for "Dr Ding Xiang" articles reached 323,479,841, with an average of 61,196 reads per article. Articles exceeding 100,000 reads accounted for 33.90% of the total. Most articles were published during the time slots of 8:00-10:00 AM, 11:30 AM to 1:30 PM, and 8:30-10:30 PM. Analysis indicated that the order of publication, style of the title sentence, number of likes, number of in-views, total likes on comments, and number of replies to comments were significantly associated with an article's number of reads. Text analysis further revealed that the article's reasoning approaches and concluding methods also had a significant impact on readership.
To enhance readership and the effectiveness of health communication, health-focused WOAs should consider key factors such as optimal publication timing, engaging title design, and effective content structuring. Attention to these elements can improve user engagement and support the broader dissemination of health information.
随着社交媒体平台的迅速扩张，对健康信息的需求大幅增加，这为健康教育带来了创新方法和新机遇。
本研究旨在分析微信平台上最受欢迎的机构账号之一“丁香医生”微信公众号（WOA）上发表文章的特点，确定影响读者参与度的因素，并提出提高健康信息传播效果的策略。
收集并分析了2021年1月至2021年12月在“丁香医生”WOA上发表的5286篇文章。此外，随机抽取324篇文章进行详细文本分析。使用卡方检验进行单因素分析，使用多变量逻辑回归进行多因素分析。
2021年，“丁香医生”文章的总阅读量达到323479841次，平均每篇文章阅读量为61196次。阅读量超过10万次的文章占总数的33.90%。大多数文章在上午8:00 - 10:00、上午11:30至下午1:30以及晚上8:30 - 10:30这些时间段发布。分析表明，发布顺序、标题句风格、点赞数、阅读量、评论总点赞数和评论回复数与文章阅读量显著相关。文本分析进一步显示，文章的推理方法和结论方法也对读者群有显著影响。
为了提高读者群和健康传播效果，以健康为重点的WOA应考虑最佳发布时间、吸引人的标题设计和有效的内容结构等关键因素。关注这些要素可以提高用户参与度，并支持健康信息的更广泛传播。
