Evaluation of the communication efficacy of main-stream-value-oriented TV using social media analysis: A method based on improved Bass models

• DOI: 10.1016/j.heliyon.2025.e42909
• Publication Date: 2025-02-25T16:43:40Z
• Authors: Xiao Ding; Man Jin; Zhe Feng
• Keywords: Social sciences (General); H1-99; Q1-390; Main-stream-value-oriented TV; Science (General); The improved Bass model; Social media analysis; RFM analysis; The degree attention; Forecasting

Evaluating the communication impact of Chinese TV dramas has been difficult due to challenges in accessing financial data. However, the emergence of integrated media communication has provided a framework for assessing this impact through social media commentary. This study uses the Bass model to analyze the spread of Chinese main-stream-value-oriented TV on social media. Results show that this model is more accurate than traditional ones, allowing for a more scientific allocation of resources and better dissemination of core values. The study also offers insights into the evolution of thematic content, expression techniques, and popularization strategies in TV dramas, ensuring their cultural and social impact while providing data and theoretical support.