Analysis of “Dr Ding Xiang” on WeChat in China to Determine Factors Influencing Readership on Medical Social Media: Observational Study
BackgroundWith the rapid expansion of social media platforms, the demand for health information has increased substantially, leading to innovative approaches and new opportunities in health education. ObjectiveThis study aims to analyze the characteristics of arti...
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| Format: | Article |
| Language: | English |
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JMIR Publications
2025-01-01
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| Series: | Journal of Medical Internet Research |
| Online Access: | https://www.jmir.org/2025/1/e65372 |
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| author | Jiaman Liao Xueliang Huang Hao Huang Cuina Shen Lixia Li Yushao Li Yiqiang Zhan |
| author_facet | Jiaman Liao Xueliang Huang Hao Huang Cuina Shen Lixia Li Yushao Li Yiqiang Zhan |
| author_sort | Jiaman Liao |
| collection | DOAJ |
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BackgroundWith the rapid expansion of social media platforms, the demand for health information has increased substantially, leading to innovative approaches and new opportunities in health education.
ObjectiveThis study aims to analyze the characteristics of articles published on the “Dr Ding Xiang” WeChat official account (WOA), one of the most popular institutional accounts on the WeChat platform, to identify factors influencing readership engagement and to propose strategies for enhancing the effectiveness of health information dissemination.
MethodsA total of 5286 articles published on the “Dr Ding Xiang” WOA from January 2021 to December 2021 were collected and analyzed. Additionally, a random sample of 324 articles was selected for detailed text analysis. Univariate analysis was conducted using the chi-square test, and multivariate analysis was performed using multivariable logistic regression.
ResultsIn 2021, the total number of reads for “Dr Ding Xiang” articles reached 323,479,841, with an average of 61,196 reads per article. Articles exceeding 100,000 reads accounted for 33.90% of the total. Most articles were published during the time slots of 8:00-10:00 AM, 11:30 AM to 1:30 PM, and 8:30-10:30 PM. Analysis indicated that the order of publication, style of the title sentence, number of likes, number of in-views, total likes on comments, and number of replies to comments were significantly associated with an article’s number of reads. Text analysis further revealed that the article’s reasoning approaches and concluding methods also had a significant impact on readership.
ConclusionsTo enhance readership and the effectiveness of health communication, health-focused WOAs should consider key factors such as optimal publication timing, engaging title design, and effective content structuring. Attention to these elements can improve user engagement and support the broader dissemination of health information. |
| format | Article |
| id | doaj-art-65d6ff58ce0f4d9e9bfa4cd586455a55 |
| institution | Kabale University |
| issn | 1438-8871 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | JMIR Publications |
| record_format | Article |
| series | Journal of Medical Internet Research |
| spelling | doaj-art-65d6ff58ce0f4d9e9bfa4cd586455a552025-01-20T18:31:26ZengJMIR PublicationsJournal of Medical Internet Research1438-88712025-01-0127e6537210.2196/65372Analysis of “Dr Ding Xiang” on WeChat in China to Determine Factors Influencing Readership on Medical Social Media: Observational StudyJiaman Liaohttps://orcid.org/0009-0005-5078-2156Xueliang Huanghttps://orcid.org/0009-0002-9393-6707Hao Huanghttps://orcid.org/0009-0004-4934-5285Cuina Shenhttps://orcid.org/0009-0008-2567-5596Lixia Lihttps://orcid.org/0009-0005-9258-8319Yushao Lihttps://orcid.org/0009-0006-8938-6123Yiqiang Zhanhttps://orcid.org/0000-0001-6016-5665 BackgroundWith the rapid expansion of social media platforms, the demand for health information has increased substantially, leading to innovative approaches and new opportunities in health education. ObjectiveThis study aims to analyze the characteristics of articles published on the “Dr Ding Xiang” WeChat official account (WOA), one of the most popular institutional accounts on the WeChat platform, to identify factors influencing readership engagement and to propose strategies for enhancing the effectiveness of health information dissemination. MethodsA total of 5286 articles published on the “Dr Ding Xiang” WOA from January 2021 to December 2021 were collected and analyzed. Additionally, a random sample of 324 articles was selected for detailed text analysis. Univariate analysis was conducted using the chi-square test, and multivariate analysis was performed using multivariable logistic regression. ResultsIn 2021, the total number of reads for “Dr Ding Xiang” articles reached 323,479,841, with an average of 61,196 reads per article. Articles exceeding 100,000 reads accounted for 33.90% of the total. Most articles were published during the time slots of 8:00-10:00 AM, 11:30 AM to 1:30 PM, and 8:30-10:30 PM. Analysis indicated that the order of publication, style of the title sentence, number of likes, number of in-views, total likes on comments, and number of replies to comments were significantly associated with an article’s number of reads. Text analysis further revealed that the article’s reasoning approaches and concluding methods also had a significant impact on readership. ConclusionsTo enhance readership and the effectiveness of health communication, health-focused WOAs should consider key factors such as optimal publication timing, engaging title design, and effective content structuring. Attention to these elements can improve user engagement and support the broader dissemination of health information.https://www.jmir.org/2025/1/e65372 |
| spellingShingle | Jiaman Liao Xueliang Huang Hao Huang Cuina Shen Lixia Li Yushao Li Yiqiang Zhan Analysis of “Dr Ding Xiang” on WeChat in China to Determine Factors Influencing Readership on Medical Social Media: Observational Study Journal of Medical Internet Research |
| title | Analysis of “Dr Ding Xiang” on WeChat in China to Determine Factors Influencing Readership on Medical Social Media: Observational Study |
| title_full | Analysis of “Dr Ding Xiang” on WeChat in China to Determine Factors Influencing Readership on Medical Social Media: Observational Study |
| title_fullStr | Analysis of “Dr Ding Xiang” on WeChat in China to Determine Factors Influencing Readership on Medical Social Media: Observational Study |
| title_full_unstemmed | Analysis of “Dr Ding Xiang” on WeChat in China to Determine Factors Influencing Readership on Medical Social Media: Observational Study |
| title_short | Analysis of “Dr Ding Xiang” on WeChat in China to Determine Factors Influencing Readership on Medical Social Media: Observational Study |
| title_sort | analysis of dr ding xiang on wechat in china to determine factors influencing readership on medical social media observational study |
| url | https://www.jmir.org/2025/1/e65372 |
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