An Influence Analysis of Official WeChat Accounts of Chinese Universities Based on Entropy Method—Taking 2020-2024 as an Example

Minglu Chen () and Ziyi Lin
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Minglu Chen: North China Electric Power University, School of Humanities and Social Sciences
Ziyi Lin: North China Electric Power University, School of Humanities and Social Sciences

A chapter in Proceedings of the 2026 3rd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2026), 2026, pp 658-667 from Springer

Abstract: Abstract Official WeChat accounts of universities are constantly developing, with an overall rising level of development and expanding influence, undertaking rich functions such as ideological and political education and cultural dissemination. However, significant differences in development levels still exist among individual accounts. Therefore, this study will explore the differences among these accounts and analyze the top ten official WeChat accounts of Chinese universities through a questionnaire survey and the establishment of an evaluation index system. Using the entropy method, the influence of the selected top ten official WeChat accounts of Chinese universities from 2020 to 2024 is measured and analyzed, revealing their advantageous characteristics. Specifically, the influence of the top ten official WeChat accounts of Chinese universities generally shows an expanding trend, exhibiting a fluctuating upward trend of “first growth—then decline—followed by sustained growth.” Furthermore, based on the questionnaire results and the conclusions of the existing entropy method analysis, it is proposed that official WeChat accounts of Chinese universities should continuously strengthen content innovation, deepen content content, effectively enhance interaction with users, increase interest and creativity, improve user stickiness, and expand their popularity and influence.

Keywords: Official WeChat accounts of universities; Influence; Entropy method (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-672-2_65

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