Study on the dissemination path of TCM acupuncture short video based on data-driven approach

In the "Internet +" era, short video social platforms have become an important avenue for promoting traditional Chinese medicine culture. This study focuses on acupuncture and moxibustion short videos on the Douyin platform, grounded in health communication theory. It employs methods such as text analysis, content analysis, and in-depth interviews to explore their health communication approaches and the impact on user cognition and behavior. Through data -driven analysis, it examines the dissemination characteristics and user interaction of acupuncture and moxibustion short videos, highlighting their strengths and weaknesses in health communication and offering optimization strategies. The research shows that acupuncture and moxibustion short videos, through various communication strategies, effectively enhance users health awareness and willingness to act, but also face issues such as information fragmentation and poor content accuracy.