An Empirical Study on the Communication Effect of Mental Health Related WeChat Official Account Take “Yi Xinli” as An Example

摘要

[Aim] Aimed at optimizing the communication effect of mental health related WeChat official account, this paper analyzes the communication effect of “Yi Xinli” as an example. [Methodology] 300 headline articles from the official account of “Yi Xinli” sent during July 2019 to May 2020 have been collected, and the descriptive analysis as well as the multiple regression analysis have been used to analyze the data. [Results] Whether the title mentions about current affairs or public figures, as well as the topic selection are the significant factors for communication effect of spread breadth. The use of multimedia, whether it includes advertisement, and the topic selection significantly influence the communication effect of spread depth. [Conclusions] The mental health related WeChat official account should choose topics that related to the current affairs and the topics that the audience are more interested in. A variety of graphic and video should be used more often, and the advertisement should be carefully embedded, in order to optimize the communication effect and better meet the needs of the audience to obtain mental health information on WeChat platform.