Scholarlink

<p>Social media has proven effective in communicating situational information during crises. Although governmental agencies increasingly use social media platforms and leverage videos to engage with the public, the extent to which videos enhance information transmission and public communication remains unclear. This study addresses this gap through an evidence-based investigation. Analyzing 1,116 videos embedded in 7,659 Weibo posts by 1,554 government accounts during the 2019 Changning earthquake, it explores how video content and format influence citizen engagement (likes, retweets, and comments) within a dual-process theoretical framework. Results indicate that video topics significantly impact engagement. Preparedness-related videos drive higher citizen engagement, while videos from individual influencers prompt more comments and discussions than those from media outlets. Surprisingly, videos without background music are more engaging. The fit between video topics and formats also matter. Videos on misconduct, early warnings, and government’s handling sourced from government organizations positively influence engagement. Meanwhile, sentiment- and education-related videos with music attract more retweets and likes. This study is among the first to examine how embedded videos affect citizen engagement through government accounts on text-based social media during crises. Findings highlight video format as a crucial moderator, revealing specific mechanisms underlying its effects. The results provide actionable insights for government agencies to design effective video strategies on social media, enhancing public engagement during natural disasters.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Effects of short videos on engaging citizens in disaster communications with the government on social media

  • 期刊论文

  • 发表日期：

    2025年12月23日

查看全文
  • Jun Guo,
  • Lei Sun,
  • Chao Fan

摘要

Social media has proven effective in communicating situational information during crises. Although governmental agencies increasingly use social media platforms and leverage videos to engage with the public, the extent to which videos enhance information transmission and public communication remains unclear. This study addresses this gap through an evidence-based investigation. Analyzing 1,116 videos embedded in 7,659 Weibo posts by 1,554 government accounts during the 2019 Changning earthquake, it explores how video content and format influence citizen engagement (likes, retweets, and comments) within a dual-process theoretical framework. Results indicate that video topics significantly impact engagement. Preparedness-related videos drive higher citizen engagement, while videos from individual influencers prompt more comments and discussions than those from media outlets. Surprisingly, videos without background music are more engaging. The fit between video topics and formats also matter. Videos on misconduct, early warnings, and government’s handling sourced from government organizations positively influence engagement. Meanwhile, sentiment- and education-related videos with music attract more retweets and likes. This study is among the first to examine how embedded videos affect citizen engagement through government accounts on text-based social media during crises. Findings highlight video format as a crucial moderator, revealing specific mechanisms underlying its effects. The results provide actionable insights for government agencies to design effective video strategies on social media, enhancing public engagement during natural disasters.