前言
主要是用的公众号丁香医生的文章数据，安利一波：丁香医生的科普文章真的质量超高，有趣又有用，已入坑
中文版
目的
社交媒体已经成为提高健康素养的重要渠道，通过传播健康知识来增强公众的健康意识。尽管已有研究探讨了不同内容特征如何影响用户参与度，但这些特征在不同健康话题类型中的影响差异尚未被充分研究。本研究旨在探讨内容特征在不同健康话题类型中的异质性效应，并提出一些实用的指南，以帮助创作更具吸引力的健康帖子。
研究方法
我们通过深度学习技术全面衡量了四个维度（风格、数量、质量和复杂性）中的28个多模态特征。然后，对4,665个健康相关的微信帖子进行了实证分析，这些帖子涵盖了多种健康话题。
研究结果
在区分不同话题类型后，我们发现，动态图片在医学科学类话题中从负面效应转变为正面效应。与日常生活话题相比，疾病类话题中的句子数量对用户参与度的影响有所减弱。此外，我们还发现，文本长度调节了专业性与分享之间的关系，即较长的文本能够减弱专业性对分享的负面影响。
原创性/价值
本研究表明，内容特征对用户参与度的影响在不同类型的健康话题中存在显著差异。研究结果强调了根据话题特定策略制定内容的重要性，以有效地吸引用户并提升社交媒体平台上的健康传播效果
结论
| 健康话题 | 用户偏好（正面） | 用户不喜欢（负面） |
|---|---|---|
| 日常生活 | 偏好标题较长、内容简明清晰、静态图片、高对比度的帖子 | 不喜欢专业术语、动态图片、过亮或过饱和的封面，以及疑问式标题 |
| 社会与环境 | 偏好简单的主题、静态图片和简短文字 | 不喜欢复杂的封面、疑问式或夸张的标题、复杂的文字和动态图片 |
| 疾病 | 偏好标题较长、内容丰富、清晰且静态的高对比度图片 | 不喜欢专业语言、动态图片、低评分的封面图和疑问式标题 |
| 医学科学 | 偏好深入的内容，清晰的高对比度静态和动态图片 | 不喜欢过于复杂的语言、疑问式标题、过亮或过饱和的图片 |
| 总体（总体趋势） | 偏好标题较长、内容简单、静态清晰且高对比度的图片 | 不喜欢动态图片、复杂的语言、过亮或过饱和的封面和疑问式标题 |
英文版
Purpose
Social media has become a crucial channel for enhancing health literacy through the dissemination of health knowledge. While prior studies have examined how various content characteristics affect user engagement, how the impact of these characteristics varies across different types of health topics remains unexplored. This study aims to investigate the heterogeneous effects of content characteristics on user engagement across distinct types of health topics and propose several practical guidelines for creating more engaging health posts.
Design/methodology/approach
We comprehensively measured 28 multimodal characteristics across four dimensions: style, quantity, quality, and complexity using deep learning techniques. An empirical analysis was then conducted on 4,665 health-related WeChat posts spanning multiple types of health topics.
Findings
After distinguishing topic types, we find that the effect of Dynamic Images shifts from negative to positive under the Medical Science topic. The influence of Text sentences diminishes under Diseases topic compared to Daily Life topic. Additionally, we also find that text length moderates the relationship between professionalism and shares, such that longer texts attenuate the negative effect of professionalism on shares.
Originality/value
This study demonstrates that the impact of content characteristics on user engagement varies significantly across different types of health topics. Our findings highlight the need for topic-specific content strategies to effectively engage users and enhance health communication on social media platforms.
Conclusion
| Health topic | User preferences (positive) | User dislikes (negative) |
|---|---|---|
| Daily Life | Prefers posts with longer titles, clear and concise content, static images, and high contrast | Dislikes professional language, dynamic images, overly bright or saturated covers, and interrogative titles |
| Society and Environment | Prefers simple topics with static images and short text | Dislikes complex covers, interrogative or exaggerated titles, complex text, and dynamic images |
| Diseases | Prefers posts with longer titles, rich content, clear and static images with high contrast | Dislikes professional language, dynamic images, low-rated cover images, and interrogative titles |
| Medical Science | Prefers in-depth content with clear, high-contrast static and dynamic images | Dislikes overly complex language, interrogative titles, overly bright or saturated images |
| Total (General Trends) | Prefers posts with longer titles, simple content, static and clear images with high contrast | Dislikes dynamic images, complex language, overly bright or saturated covers, and interrogative titles |