Analysis of factors influencing cultural communication on social media and prediction of dissemination effectiveness

This study examines the factors influencing and predicts the cultural communication on social media, using the Palace Museum's Weibo account as a case study. Machine learning techniques are employed to analyze data including microblog content and user interactions. Factors considered include content diversity, sentiment polarity, topic popularity, and user engagement behaviors. Predictive models achieve 85% accuracy in determining the influence of content diversity, sentiment polarity, and topic popularity. User engagement behaviors, such as reposts and comments, positively correlate with dissemination effectiveness. Findings emphasize the importance of diverse content and positive sentiment in enhancing dissemination, as well as the significance of user interactions. Practical implications for cultural institutions in leveraging social media platforms are highlighted, emphasizing optimization of content diversity, sentiment expression, and encouraging user engagement.