Study on the Effect of App Reverse Cycle Propagation Under Multi-screen Propagation

  • Yuhui Zhang
  • Zhengqing JiangEmail author
  • Rongrong Fu
Conference paper
Part of the Communications in Computer and Information Science book series (CCIS, volume 1034)


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.


Multi-screen communication APP Reverse cycle TV communication 



We wish to thank all test participants for taking part in our research. This research was supported by The State Administration of Press, Publication, Radio, Film and Television, Publishing and Development (East China Normal University) Key Laboratory Open Project Fund Project (ECNUP-KF201806), Shanghai Science Education Development Foundation Funded Project (2201802), Shanghai Design IV Summit Open Fund Funded project (DA18302).


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.East China University of Science and TechnologyShanghaiChina

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