Table 1 Indicator measures of variables and data sources.

dependent variables

likes

Lnlikes

Monthly number of likes, watching and reading of the NP WeChat, in logarithms

Python collection

watching

Lnwatching

reads

Lnreads

independent variables

policy

Policy

Monthly number of NP policies issued by central and provincial government departments

Pkulaw: https://pkulaw.com/

news

News

Monthly number of news reports in important newspapers about each NP

China important newspaper full-text database

academic conference

Conference

Monthly number of national academic conferences that include NP presentations

Conferences database of China National Knowledge Infrastructure

mediator variable

WeChat posts

Lnposts

Monthly posts on NP WeChat, in logarithmic scale

Python collection

moderator variable

administrative level

Level

Directly managed at the national level, directly managed at the provincial level and dependent on the Forestry and Grassland Bureau

Five NP Official Websites

controlled variables

consumer price index

CPI_TI

Consumer price index for transport and communications in the province where the NP is located

Official website of the National Bureau of Statistics

duration

Lnduration

NP WeChat account registration establishment date, less than one month according to the actual number of days of registration/30 calculation of the number of months, and take the logarithm

WeChat Account-Name Record-Registration Date

Types of social media

Types

Number of NPs using four social media platforms - WeChat, Sina Weibo, Douyin and Headlines Toay and whether they can comment

Five NP Official Websites