Research on the Mechanism of the Impact of Social Media Transmission Paths on Public Welfare Projects

DOI: https://doi.org/10.62517/jmsd.202512529

Author(s)

Yating Yang, Jing Zhang

Affiliation(s)

Liaoning Institute of Science and Technology, Benxi, Liaoning, China

Abstract

With the deepening of digital transformation, social media has become the core carrier for the dissemination of public welfare projects, and its dissemination paths play a crucial role in the transmission of the influence of public welfare projects. This study aims to clarify the typical paths of social media-based public welfare communication and the mechanism by which they exert influence on public welfare projects. It adopts the methods of literature research and case analysis, focusing on four types of communication paths: interpersonal connection type, circle aggregation type, algorithm-driven type, and opinion leader-led type. It conducts empirical analysis using three typical public welfare project cases. The research results show that different communication paths act on the influence of public welfare projects through five mechanisms: "information diffusion, public cognition, emotional resonance, behavioral transformation, and influence accumulation", and they present different effects during the project's initiation, promotion, and conclusion phases. The opinion leader-led path has the best breakout effect during the initiation phase, the interpersonal connection type and circle aggregation type paths have more significant effects in deepening cognition and consolidating trust during the promotion and conclusion phases, and the algorithm-driven path has advantages in coverage but lower conversion efficiency. At the same time, current social media-based public welfare communication has problems such as single paths, imbalance between content and paths, lack of trust mechanisms, and insufficient interaction and transformation connection. Based on this, this study proposes optimization strategies such as a multi-path combination matrix of "stages, goals, and paths", a differentiated content system, and a full-process trust construction mechanism to provide theoretical references and practical guidance for public welfare organizations to improve the efficiency of social media communication and strengthen the influence of projects.

Keywords

Social Media; Communication Paths; Public Welfare Projects; Influence; Mechanism of Action

References

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