How to Promote Public Engagement and Enhance Sentiment Through Government Social Media During the COVID-19 Crisis: A Public Value Management Perspective

In the period of public health crisis, effective and efficient transmission of crisis information to the public through social media is an important support for achieving social stability and orderly online public engagement. From the perspective of public value management, this study systematically investigated how local government agencies in China used social media to promote public engagement and raise public sentiment during the COVID-19 crisis. Using data captured from the “Wuhan Release” Sina Weibo account, the authors studied the factors that influence public engagement, including information sources, language styles, and media types. Further, it explores the influence of the interactive effects of public value with information sources, language styles, and media types on public engagement and public sentiment. The results show that the consistency of government response content and public value promotes public engagement and raises public sentiment. This research provides enlightenment and ideas for cognition, understanding and governance of public opinion in practice.