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Published in:
2019 | OriginalPaper | Chapter
Study on the Effect of App Reverse Cycle Propagation Under Multi-screen Propagation
Authors : Yuhui Zhang, Zhengqing Jiang, Rongrong Fu
Published in: HCI International 2019 - Posters
Publisher: Springer International Publishing
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Abstract
According to the definition of thermodynamics, the transfer of heat source from a cryogenic body to a high-temperature body is called reverse circulation phenomenon. In the field of communication, App, as a representative of the flourishing new media, carries out advertising communication through the declining traditional media represented by TV media, which is also seen as a “reverse cycle” of communication phenomenon. In the era of multi-screen communication, the audience’s attention is distracted, and the effect of App’s advertising communication through TV media needs to be evaluated. Based on the situation of multi-screen communication and taking Chinese variety shows as an example, this paper explores the factors affecting the propagation effect of App’s “reverse cycle”. The corrcoef function in MATLAB is used to test the reliability and validity of variables, and then the hypothesis is verified by structural equation model. Finally, the key indicators affecting the communication effect are obtained.