Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/50207

The Diffusion of Crisis-Related Communication on Social Media: An Empirical Analysis of Facebook Reactions

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Title:The Diffusion of Crisis-Related Communication on Social Media: An Empirical Analysis of Facebook Reactions
Authors:Ross, Björn
Potthoff, Tobias
Majchrzak, Tim A.
Chakraborty, Narayan Ranjan
Ben Lazreg, Mehdi
show 1 moreStieglitz, Stefan
show less
Keywords:Social Media and Government
crisis communication, social media, Facebook, information diffusion, emergency
Date Issued:03 Jan 2018
Abstract:During a crisis, authorities need to effectively disseminate information. We address the problem of deciding how crisis-related information should be published on Facebook to reach as many people as possible. We examine three recent terrorist attacks in Berlin, London and Stockholm. Our specific focus lies with official Facebook pages by municipalities and emergency service agencies. We collected posts about the events, along with the number of shares, likes and emotional reactions to them. In a regression analysis, several variables were examined that capture decisions on which information to publish and how. Posts containing condolences were found to result in three times as many emotional reactions as other posts, all other variables held constant. Images and videos positively affected the number of reactions by factors of 2.2 and 3.9, respectively, while text length negatively affected the number of shares. These results will help in the development of effective guidelines.
Pages/Duration:10 pages
URI:http://hdl.handle.net/10125/50207
ISBN:978-0-9981331-1-9
DOI:10.24251/HICSS.2018.319
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
Appears in Collections: Social Media and Government


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