Chinese libraries’ communication influence based on the Douyin communication index
Abstract
Purpose
In Chinese libraries, short video platforms have emerged as a channel for new media marketing. Thus, this study aims to explore libraries’ communication influence on China’s largest short video platform, that is, Douyin (the Chinese version of Tiktok), and to provide corresponding suggestions for improvement of libraries’ communication influence in the short video platform.
Design/methodology/approach
Based on the Douyin Communication Index (DCI), this paper collects the top 200 library Douyin accounts of cultural reading in China and uses statistical and content analyses to evaluate the communication influence of library Douyin accounts.
Findings
Study findings show that libraries of various types and in various regions currently have an unbalanced development trend, with public libraries accounting for the vast majority and nearly half of the libraries located in China’s eastern region. Analysis of variance shows differences in the influence of Douyin communication among library types. Correlation analysis shows that indicators with a high correlation with DCI include the number of new works, likes, shares, and comments. In marketing content, the library’s high-impact short videos have characteristics of value, interest, and emotional touch.
Originality/value
This study uses a hybrid research method to explore Chinese libraries’ communication influence using the Douyin short video platform. Compared to other parts of the world, short videos in Chinese libraries have unique characteristics. They are rooted in China’s history and reality, showcasing the unique charm of Chinese library culture and serving as a unique reference for library marketing activities around the world.
Keywords
Acknowledgements
This work was supported by the “Research on the Evaluation of Library Social Media Marketing Effect from the Perspective of User Perception” of the 2022 Yunnan Provincial Philosophy and Social Sciences Planning Project (Project No. YB2022096), the “Field Experimental Research on the Competition Game of the Impact of Digital Inequality on Belief Bias, Competitive Willingness and Income” (Project No. 72063035) of the National Natural Science Foundation of China (NSFC), and the“Research on the Impact of Gender Digital Divide on the Gender Difference in Competitive Willingness-Field Experiment Based on Real Labor Competition Game” of General Program of Humanities and Social Science Research of Ministry of Education (Project No. 20XJC790003).
Citation
Chen, X. and Liu, Y. (2024), "Chinese libraries’ communication influence based on the Douyin communication index", Library Hi Tech, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/LHT-04-2024-0216
Publisher
:Emerald Publishing Limited
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