什么是受欢迎的变得更受欢迎? 使用现实世界的日志数据探索文章读者的随时间动态
Damian Trilling1,2, Roeland Dubèl1, Rupert Kiddle2
1Department of Communication Science, University of Amsterdam, Amsterdam, Netherlands.
概括
通过社交媒体推广在线新闻可以创造持久的参与,与其他方法不同. 虽然放置会短暂地增加浏览量,但社交媒体共享会带来持续的读者兴趣,并随着时间的推移带来更多的点击.
科学领域:
- 数字媒体研究 数字媒体研究
- 计算社会科学 计算社会科学
- 信息科学 信息科学 信息科学
背景情况:
- 在线新闻平台利用各种方法,如社交媒体,推送通知和"最常读"功能来推广内容.
- 这些促销策略可能会创建"反循环",最初的观点会带来更高的知名度和更多的读者.
研究的目的:
- 调查在线新闻消费中反循环的存在和性质.
- 分析不同促销道对文章观看率和参与时间的影响.
主要方法:
- 利用了来自荷兰五家地区报纸的13周的全面点击日志数据.
- 分析了近1.8万篇文章的超过1200万次浏览量,以追踪参与模式.
- 区分了包括社交媒体在内的各种促销策略对文章表现的影响.
主要成果:
- 文章的放置和促销策略提供短期的观点增加,挑战传统的反循环假设.
- 社交媒体分享成为一个显著的例外,推动了点击率的增加和读者参与的延长.
- 发现非社交媒体推广对持续读者的影响是暂时的.
结论:
- 对于所有在线新闻推广方法来说,反循环假设并不普遍得到支持.
- 社交媒体在促进对在线新闻内容的持续参与方面发挥着独特的作用.
- 了解特定道的影响对于优化在线新闻传播策略至关重要.
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