Interactive cue matters: The moderation role of situational factors in the effects of user comments on news sharing

Communicators often find it challenging to prioritize the public and manage their comments during risk communication. This study explored the effects of comments as interactivity cues on news diffusion while considering situational factors under the framework of the Situational Theory of Problem Solving in the context of the US-China trade conflict. For this purpose, the researchers conducted an experiment to investigate the effects of interactivity cues and public segmentations on news sharing. The findings suggest that comments elicit different news-sharing behaviors among different segments of the public. The aware public shares more news than the activists/active public who are more likely to share when exposed to news posts with disabled comments than those with enabled comments. The results regarding the different segments of the public suggest the absence of the latent public in hot issues. Furthermore, the results suggest that message attributes have a limited effect on individuals’ information-processing behavior unless considering situational factors. The theoretical contributions and practical implications for communicators are further discussed.