How help-seeking information spreads on social media during disasters: The role of vulnerable groups and information features

Abstract

Amid the increasing frequency of disasters, social media serves as a vital platform for the dissemination of help-seeking information. However, the uneven diffusion of such information often leads to unequal access to assistance for victims. Grounded in altruism and dual-system theory, this study investigates the factors and mechanisms driving the diffusion of help-seeking information during disasters, utilizing data from the "7.20″ Henan Rainstorm event on Sina Weibo. The findings reveal that the inclusion of vulnerable groups (e.g., senior citizens, children, and patients) in posts significantly increases retweet counts. Additionally, information features—intuitive (e.g., emojis, credibility labels) and rational (e.g., material in need, victims' addresses)—enhance retweet counts by activating cognitive processing. Notably, help-seeking posts involving vulnerable groups are more likely to include both intuitive and rational features compared to those without such groups. Nevertheless, the impact of vulnerable groups on retweeting diminishes in the presence of rational features, as heightened emotional content may divert cognitive resources from rational processing. These findings enrich the psychological mechanisms of dual-system theory and offer practical insights for optimizing help-seeking strategies on social media during disasters.