Flagships and Community Builders: A Configurational Analysis of High-Impact University Ideological and Political Education WeChat Accounts

Shuang Wang

doi:10.71204/158qy339

Authors

Shuang Wang Shanghai Institute of Tourism Author

DOI:

https://doi.org/10.71204/158qy339

Keywords:

Fuzzy-Set Qualitative Comparative Analysis (Fsqca), Configuration Theory; Higher Education, Digital Strategy, Ideological and Political Education (IPE), Wechat Accounts, Chinese University

Abstract

Organizational success on digital platforms rarely emerges from single “best practice” factors but from the complex interplay among strategic elements. Yet, research has predominantly relied on linear models ill-equipped to capture this causal complexity. Addressing this gap, this study draws on configuration theory and employs fuzzy-set Qualitative Comparative Analysis (fsQCA) to uncover the pathways to high impact for 30 top-performing university Ideological and Political Education (IPE) WeChat accounts. Our analysis reveals two crucial findings. First, high-quality content and extensive communication influence are identified as dual necessary conditions, resolving the theoretical tension between value-centric and reach-centric logics. Second, we uncover two equifinal sufficient configurations built upon this shared foundation: a “Community Builder” strategy that combines the core conditions with high affinity, and a “Flagship” strategy that combines them with demonstrative leadership. This study develops and validates a configurational model of digital success, offering a nuanced theoretical alternative to correlational approaches and providing a strategic map for practitioners navigating the complexities of digital communication.

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