Studying the influencing factors of the communication effect of TikTok accounts in colleges and universities in Shaanxi Province
คำสำคัญ:
Shaanxi Province, TikTok, Communication effect, Influence factorsบทคัดย่อ
This paper is a study on the dissemination effect of official TikTok account in colleges and universities in Shaanxi Province, aiming to analyze the current situation, influencing factors and enhancement strategies of the dissemination of TikTok platform in colleges and universities in Shaanxi Province by combing the rise of TikTok platform and its influence. The objectives of the study include comprehensively sorting out the current situation of communication research on official TikTok account in universities in Shaanxi Province, analyzing the main factors affecting the communication effect, pointing out the future enhancement strategies and research directions, and providing theoretical support and practical guidance for the practice of TikTok communication in universities. The scope of the study is limited to all colleges and universities in Shaanxi Province that have opened official TikTok account and their related communication activities. The research methodology includes content analysis, case study and data analysis of existing literature. The results of the study show that the communication status quo is uneven, and the communication effect is influenced by factors such as the level of the university, the quality of the content, the interaction strategy, and the degree of activity. Finally, the article puts forward specific suggestions for communication practice, such as clarifying account positioning, focusing on content innovation, and strengthening interactive strategies, in order to enhance the communication effect and social influence of official TikTok accounts of universities in Shaanxi Province.
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