DISCUSSING STRATEGIES FOR OPERATING ACADEMIC JOURNALS' WECHAT PUBLIC ACCOUNTS IN THE SOCIAL MEDIA ERA

Abstract

With the rise of social media, academic journals have begun using WeChat official accounts to promote their research and facilitate the application and transformation of their academic results. While the use of WeChat for academic dissemination has shown success, some issues like low engagement, content homogenization, and lack of interaction remain. The article suggests enhancing user stickiness, strengthening the new media talent pool, and improving user experience to optimize the operation strategies of academic journals' WeChat accounts.