Abstract:

To study the spread effects of academic journal Wechat public platform, this paper analyzes
10 educational CSSCI journals who released on Wechat public platform in September 2015. By comparing
the average daily reading per paper, it is found: the current Wechat public platform of academic journals has
low rate of high quality original paper; paper number issued in one cycle and its spread effect is not a linear
relationship; the Wechat platform has very small spread effect on disseminating traditional editing forms of
academic papers; users read-intensive behavior occurs in the afternoon and in the evening time. When
academic journals operate in specific Wechat public platforms, they should promote high quality academic
papers, adhere to publishing academic hot comments, insist on analyzing academic experience; and they
should make various editing forms, enhance interaction with the audience, focus on data analysis and develop
advertising strategies.