IDEAS home Printed from https://ideas.repec.org/a/spr/elcore/v23y2023i4d10.1007_s10660-022-09559-3.html
   My bibliography  Save this article

Exploring the factors affecting content dissemination through WeChat official accounts: a heuristic-systematic model perspective

Author

Listed:
  • Bo Yang

    (Renmin University of China)

  • Yue Hu

    (Renmin University of China)

  • Xusen Cheng

    (Renmin University of China)

  • Ying Bao

    (University of International Business and Economics)

  • Wenjing Chen

    (Renmin University of China)

Abstract

WeChat official accounts attract huge traffic and have an extremely high marketing value. However, as the number of accounts on the platform increases, a new concern for the account operators is garnering more traffic than competitors. Here, we employed the heuristic-systematic model to classify the influencing factors affecting information dissemination through WeChat official accounts and provided reference suggestions for the operators. We used data from nine official accounts of Beijing Sootoo Network Company as the research object and employed negative binomial regression. Our empirical results revealed that for entertainment and emotion official accounts, article titles that fit the account theme improved content spread, while they negatively affected traffic on news official accounts. We observed that the first article was advantageous when harnessed properly and that the number of images and amount of text was also crucial. Owing to time and manpower constraints, we only selected nine WeChat official accounts in this study.

Suggested Citation

  • Bo Yang & Yue Hu & Xusen Cheng & Ying Bao & Wenjing Chen, 2023. "Exploring the factors affecting content dissemination through WeChat official accounts: a heuristic-systematic model perspective," Electronic Commerce Research, Springer, vol. 23(4), pages 2713-2735, December.
    • Handle: RePEc:spr:elcore:v:23:y:2023:i:4:d:10.1007_s10660-022-09559-3
    DOI: 10.1007/s10660-022-09559-3
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10660-022-09559-3
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10660-022-09559-3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:elcore:v:23:y:2023:i:4:d:10.1007_s10660-022-09559-3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.