Influencing Factors for the Reading Amount of "Environment and Health" WeChat Official Account

Objective To investigate the influencing factors of the reading amount of the WeChat official account "Environment and Health"

Methods A total of 298 messages sent via the official account from May 12, 2016 to August 29, 2019 were selected to analyze the influence of the topic, tag, and title of the messages on reading amount.

Results There was a significant difference in reading amount among the messages with the topics of work dynamics, popular health science, life tips, and policies and regulations (P < 0.05), and of all 298 messages, 123 were read more than 5 000 times. There was a significant difference in reading amount among the messages with different tags (P < 0.05), and of all 298 messages, 90 pieces of original messages were read more than 5 000 times. There was no significant difference in the reading amount of messages with a title of statement, question, or exclamation (P>0.05).

Conclusion Topics and tags of messages significantly affect the reading amount of messages. Topic design can be optimized and original messages can be increased to promote the reading amount of the official account "Environment and Health".