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With the development of an information-based society, public libraries and new media are increasingly converging. This study investigates and compares user engagement behaviors across multiple new media platforms of public libraries and different types of promotional content. The results show that public libraries can gain more followers on WeChat Official Account and Weibo, while achieving higher user engagement on TikTok. Additionally, there are significant differences in user interactions across different types of posts. This study can help guide libraries in formulating targeted promotional strategies on different new media platforms, thereby enhancing user engagement and improving the dissemination effectiveness of libraries’ new media platforms.

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Analysis of Differences in User Engagement Behavior on Multiple Chinese Public Libraries’ New Media Platforms

  • 会议论文

  • 发表日期：

    2025年

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  • Xuyan Wang,
  • Zhao Liu,
  • Yuchen Wu,
  • Lei Li

摘要

With the development of an information-based society, public libraries and new media are increasingly converging. This study investigates and compares user engagement behaviors across multiple new media platforms of public libraries and different types of promotional content. The results show that public libraries can gain more followers on WeChat Official Account and Weibo, while achieving higher user engagement on TikTok. Additionally, there are significant differences in user interactions across different types of posts. This study can help guide libraries in formulating targeted promotional strategies on different new media platforms, thereby enhancing user engagement and improving the dissemination effectiveness of libraries’ new media platforms.