Because of its high popularity and multiple functions, an increasing number of official media outlets are sharing information on the WeChat platform. WeChat users are spread quite evenly between different age groups, which is convenient for carrying out health education among the older population, since popular media such as Sina Weibo mainly focus on young people. Moreover, it was used approximately 78.7% more frequently following the COVID-19 outbreak. Notably, 93% of residents log onto WeChat every day in first-tier cities of China. WeChat has grown rapidly in popularity and become the most popular information-sharing platform in China, with over 1.2 billion monthly active users worldwide as of the first quarter of 2020. Consequently, social media has become a potent medium for instantaneously sharing public health information and engaging users, especially in face of a pandemic. Moreover, there is increased attention to health and the frequency of public social media use because of pandemic-related quarantine and movement limitation measures. Over the past decade, media landscapes have evolved significantly and engaged a wide audience, even reaching minority groups that have difficulties accessing health care interventions. Therefore, effective risk communication between public health organizations and the public to minimize panic and offer both personal protection guidance and effective medical services was important during the early stages and at key turning points of dynamic changes of the pandemic. However, due to higher infectivity, transmission, and immune escape ability, there is a need for the general population, especially the unvaccinated and immunodeficient subgroups, to get the latest COVID-19 information. After 2021, the international COVID-19 pandemic took on a new dimension with new but low-virulent strains such as Omicron leading to mild clinical symptoms, making countries dynamically adjust their prevention and control measures. Simultaneously, the prediction model showed good discriminatory power and calibration.ĭespite unprecedented efforts taken to halt it, the coronavirus disease 2019 (COVID-19) outbreak actively threatens global public health. For article type, a combination of text, links and pictures was associated with a higher rate of reading (normalization: OR = 4.262, 95% CI = 3.509-5.176) and re-sharing level (normalization: OR = 4.480, 95% CI = 3.635-5.522) compared to text only. When we compared release position with secondary push, users who used main push were more likely to exhibit high-level reading and re-sharing during any period, especially during normalization (OR = 6.169, 95% CI = 5.554-6.851 OR = 4.230, 95% CI = 3.833-4.669). Regarding article content, the COVID-19 pandemic report and guidance for public protection were more likely to obtain high-level reading (normalization: odds ratio (OR) = 12.340, 95% confidence interval (CI) = 9.357-16.274) and re-sharing (normalization: OR = 7.254, 95% CI = 5.554-9.473) than other contents throughout the pandemic. Although the feature patterns also varied between different pandemic stages, the article content, release position, and article type were still the most prominent features driving user engagement. Release position, title type, article content, article type, communication skills, marketing elements, article length, and video length were key determinants of user engagement.
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