Viralization keys of messages in unofficial accounts during crisis periods: the case of Covid-19 on TwitterClaves de viralización de mensajes en cuentas no oficiales durante periodos de crisis. El caso de covid 19 en Twitter危机时期非官方账号信息成功传播的关键: 以新冠病毒信息在推特上的传播为例

Q1 Business, Management and Accounting
Elena Cerdá-Mansilla, Natalia Rubio, S. Campo
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Specifically, it examines acceptance and dissemination of this type of content in a period of lack of information, while reflecting on what would constitute proper management of this type of channel.,First, based on a literature review, this study classifies possible explanatory variables of online content dissemination into content richness and psychological content. Second, this study performs sentiment analysis of the Twitter backchannel account @COVID_19NEWS and use Qualitative Comparative Analysis to find causal configurations of variables that obtained a high rate of retweets.,The results reveal predominance of one combination of three factors in backchannel information diffusion: emotional, identifying and video content. Other interesting combinations of factors were shown to be attractive enough to contribute to success of the tweets.,Knowledge of the main configurations that attract information dissemination in backchannel accounts is useful for public management of a health crisis such as the Covid-19 outbreak. Rather than suppressing these channels, the authors discuss different solutions.,This study advances scholarship on backchannel communications in emergency situations, providing insights to understand and manage such channels.,Este estudio analiza una cuenta extraoficial sobre noticias del coronavirus al inicio de la pandemia, con informacion no difundida en los medios oficiales por su posible repercusion en la alarma social y la imagen negativa de la gestion gubernamental. 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En lugar de suprimir estos canales, se presentan soluciones para garantizar una colaboracion eficaz.,Este estudio realiza una contribucion academica a las comunicaciones extraoficiales en situaciones de emergencia, proporcionando informacion para comprender y gestionar este tipo de canales.,Covid-19, Coronavirus, Canal extraoficial, Twitter, Analisis cualitativo comparado,Trabajo de investigacion,在新冠疫情初期, 由于可能引起社会恐慌和政府管理部门的负面形象, 官方媒体缺少相关的新闻报道。本文研究了在这种官方信息匮乏的危机时期, 非正式渠道(backchannel)对于新冠病毒内容的接受和传播情况, 本文同时反思了如何对这类非正式渠道进行正确的管理。,基于文献综述, 我们先将在线内容传播的可能解释变量分为内容丰富度和心理内容这两个方面。其次, 我们对推特上的非正式渠道账户@COVID_19NEWS发布的内容进行情感分析, 并使用定性比较分析法来寻找内容获得高转发率的原因。,结果显示, 对于非正式渠道信息的成功传播, 情绪化、具有辩认度和包含视频内容这三个要素的组合占主导地位。此外, 其他要素的组合也有来助于推文的成功传播和扩散。,了解非正式渠道吸引信息传播的主要原因, 将有利于应对健康危机(例如Covid-19爆发)和进行公共管理。文本讨论了不同的解决方案, 而不是简单地压制这些非正式渠道。,这项研究推进了危机背景下非正式渠道传播的学术研究, 为理解和管理这类非正式渠道提供了见解。,关键词 - Covid-19, 新冠病毒, 非正式渠道, 推特, 定性比较分析","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"2 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2021-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Viralization keys of messages in unofficial accounts during crisis periods: the case of Covid-19 on TwitterClaves de viralización de mensajes en cuentas no oficiales durante periodos de crisis. 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引用次数: 1

摘要

本研究旨在分析大流行初期关于冠状病毒新闻的反向渠道账号,由于可能引起社会恐慌和政府管理的负面形象,官方媒体没有发布相关信息。具体地说,它审查了在缺乏信息的时期对这类内容的接受和传播情况,同时思考了什么是对这类渠道的适当管理。首先,在文献综述的基础上,本研究将网络内容传播的可能解释变量分为内容丰富度和心理内容。其次,本研究对Twitter反向通道账户@COVID_19NEWS进行情感分析,并使用定性比较分析来寻找获得高转发率的变量的因果配置。结果表明,情感、身份和视频内容这三个因素的组合在反向渠道信息传播中占主导地位。其他有趣的因素组合被证明具有足够的吸引力,有助于推文的成功。了解反向渠道账户中吸引信息传播的主要配置,对于应对Covid-19疫情等卫生危机的公共管理非常有用。作者讨论了不同的解决方案,而不是抑制这些渠道。本研究促进了紧急情况下反向通道通信的研究,为理解和管理此类通道提供了见解。本文分析了目前中国官方外发布的新冠肺炎疫情预警、疫情防控、疫情防控等信息,以及政府官员在疫情预警中可能产生的负面影响。具体地考察了对信息传播的接受程度、对信息传播的接受程度、对信息传播的接受程度以及对信息传播的接受程度。【翻译】:【翻译】:【翻译】:【翻译】:【翻译】:【翻译】:【翻译】:【翻译】在推特上发布@COVID_19NEWS,利用QCA(分析比较定性分析)实现对情感的分析,通过对变量的对比配置,对变量的因果关系进行分析,从而实现对转发量的分析。研究结果揭示了信息传播过程中三个因素组合的重要性,包括:争议性、情绪性、识别性视频。其他的组合也会影响到微博的贡献。新冠肺炎疫情爆发后,公众对疫情防控的关注,以及疫情防控中信息传播的影响因素。在此基础上,我们提出了一种解决办法,即通过合作解决问题。Este estustudio通过Este tipo de canales实现对学术和外部通信的贡献,以及对信息的理解。、Covid-19、冠状病毒、运河extraoficial, Twitter,分析cualitativo comparado,找工作de investigacion在新冠疫情初期,由于可能引起社会恐慌和政府管理部门的负面形象,官方媒体缺少相关的新闻报道。本文研究了在这种官方信息匮乏的危机时期,非正式渠道(联络信息)对于新冠病毒内容的接受和传播情况,本文同时反思了如何对这类非正式渠道进行正确的管理。,基于文献综述, 我们先将在线内容传播的可能解释变量分为内容丰富度和心理内容这两个方面。其次,我们对推特上的非正式渠道账户@COVID_19NEWS发布的内容进行情感分析,并使用定性比较分析法来寻找内容获得高转发率的原因。,结果显示, 对于非正式渠道信息的成功传播, 情绪化、具有辩认度和包含视频内容这三个要素的组合占主导地位。此外, 其他要素的组合也有来助于推文的成功传播和扩散。了,解非正式渠道吸引信息传播的主要原因,将有利于应对健康危机(例如Covid-19爆发)和进行公共管理。文本讨论了不同的解决方案, 而不是简单地压制这些非正式渠道。,这项研究推进了危机背景下非正式渠道传播的学术研究, 为理解和管理这类非正式渠道提供了见解。,“Covid-19”,“”,“”,“”
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Viralization keys of messages in unofficial accounts during crisis periods: the case of Covid-19 on TwitterClaves de viralización de mensajes en cuentas no oficiales durante periodos de crisis. El caso de covid 19 en Twitter危机时期非官方账号信息成功传播的关键: 以新冠病毒信息在推特上的传播为例
This study aims to analyze a backchannel account on news of the coronavirus at the beginning of the pandemic, with information not disseminated in official media due to the social alarm it might cause and the negative image of government management. Specifically, it examines acceptance and dissemination of this type of content in a period of lack of information, while reflecting on what would constitute proper management of this type of channel.,First, based on a literature review, this study classifies possible explanatory variables of online content dissemination into content richness and psychological content. Second, this study performs sentiment analysis of the Twitter backchannel account @COVID_19NEWS and use Qualitative Comparative Analysis to find causal configurations of variables that obtained a high rate of retweets.,The results reveal predominance of one combination of three factors in backchannel information diffusion: emotional, identifying and video content. Other interesting combinations of factors were shown to be attractive enough to contribute to success of the tweets.,Knowledge of the main configurations that attract information dissemination in backchannel accounts is useful for public management of a health crisis such as the Covid-19 outbreak. Rather than suppressing these channels, the authors discuss different solutions.,This study advances scholarship on backchannel communications in emergency situations, providing insights to understand and manage such channels.,Este estudio analiza una cuenta extraoficial sobre noticias del coronavirus al inicio de la pandemia, con informacion no difundida en los medios oficiales por su posible repercusion en la alarma social y la imagen negativa de la gestion gubernamental. Concretamente examina la aceptacion y difusion de este contenido en un periodo de desinformacion, asi como reflexiona sobre la gestion de este tipo de canales.,En primer lugar, en base a la revision de la literatura, clasificamos las variables explicativas segun la riqueza de contenido y el contenido psicologico. En segundo lugar, sobre la cuenta extraoficial de @COVID_19NEWS en Twitter, realizamos analisis de sentimiento y utilizamos Analisis Comparativo Cualitativo (QCA) para encontrar configuraciones causales de variables que obtuvieron una alta tasa de retweets.,Los resultados revelan la importancia de una combinacion de tres factores en la difusion de informacion del canal secundario: contenido emocional, identificativo y video. Otras combinaciones de factores tambien contribuyeron al exito del tweet.,Estas configuraciones podrian ser utiles para la gestion publica ante una crisis sanitaria como la Covid-19, prestando atencion a los factores cuya configuracion atrae la difusion de informacion en las RRSS. En lugar de suprimir estos canales, se presentan soluciones para garantizar una colaboracion eficaz.,Este estudio realiza una contribucion academica a las comunicaciones extraoficiales en situaciones de emergencia, proporcionando informacion para comprender y gestionar este tipo de canales.,Covid-19, Coronavirus, Canal extraoficial, Twitter, Analisis cualitativo comparado,Trabajo de investigacion,在新冠疫情初期, 由于可能引起社会恐慌和政府管理部门的负面形象, 官方媒体缺少相关的新闻报道。本文研究了在这种官方信息匮乏的危机时期, 非正式渠道(backchannel)对于新冠病毒内容的接受和传播情况, 本文同时反思了如何对这类非正式渠道进行正确的管理。,基于文献综述, 我们先将在线内容传播的可能解释变量分为内容丰富度和心理内容这两个方面。其次, 我们对推特上的非正式渠道账户@COVID_19NEWS发布的内容进行情感分析, 并使用定性比较分析法来寻找内容获得高转发率的原因。,结果显示, 对于非正式渠道信息的成功传播, 情绪化、具有辩认度和包含视频内容这三个要素的组合占主导地位。此外, 其他要素的组合也有来助于推文的成功传播和扩散。,了解非正式渠道吸引信息传播的主要原因, 将有利于应对健康危机(例如Covid-19爆发)和进行公共管理。文本讨论了不同的解决方案, 而不是简单地压制这些非正式渠道。,这项研究推进了危机背景下非正式渠道传播的学术研究, 为理解和管理这类非正式渠道提供了见解。,关键词 - Covid-19, 新冠病毒, 非正式渠道, 推特, 定性比较分析
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来源期刊
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing
CiteScore
9.10
自引率
0.00%
发文量
21
审稿时长
12 weeks
期刊介绍: Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.
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