在X (以前的Twitter) 上的COVID-19公共卫生沟通:信息类型,情绪和来源的跨部门研究
Sana Parveen1, Agustin Garcia Pereira2, Nathaly Garzon-Orjuela1
1School of Public Health, Physiotherapy and Sports Science, University College Dublin, Belfield, Dublin 4, Ireland, Dublin, D04 V1W8, Ireland, 353 017163445.
JMIR formative research
|March 19, 2025
概括
个人故事和社交媒体上的积极信息推动了最高的公众参与. 了解信息类型,情绪和来源是有效的公共卫生活动的关键.
科学领域:
- 公共卫生传播 公共卫生传播
- 社交媒体分析
- 计算社会科学 计算社会科学
背景情况:
- 社交媒体促进了公共卫生信息的快速传播,增强了覆盖范围和互动.
- 社交媒体数据提供了对公众情绪,担忧和健康问题的认识的见解.
- 关于推特特征 (类型,情绪,来源) 如何影响参与度的研究有限.
研究的目的:
- 在COVID-19大流行期间调查消息特征 (类型,情绪,来源) 与社交媒体上公众参与之间的联系.
主要方法:
- 分析了来自爱尔兰和英国的867,485条推特 (2020年1月至2022年3月).
- 通过手动和机器学习方法利用情绪分析,用户生物分类和消息分类.
- 采用零膨胀负二项式模型来确定最佳的内容参与策略.
主要成果:
- 个人故事和积极的信息产生了最高的参与度.
- 有趣的推文最能吸引用户,当它是由知名的个人或影响者分享时.
- 卫生专业人员和研究所通过宣传,个人故事和基于幽默的推文实现了更大的参与.
结论:
- 通过社交媒体平台上的个人故事和积极信息来最大限度地吸引观众的参与.
- 调查结果为优化社交媒体公共卫生活动的最大影响提供了指导.
- 建议将消息类型和情绪定制为特定用户类别,以提高参与度.
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