Understanding the effects of message cues on COVID‐19 information sharing on Twitter

Analyzing and documenting human information behaviors in the context of global public health crises such as the COVID‐19 pandemic are critical to informing crisis management. Drawing on the Elaboration Likelihood Model, this study investigates how three types of peripheral cues—content richness, emotional valence, and communication topic—are associated with COVID‐19 information sharing on Twitter. We used computational methods, combining Latent Dirichlet Allocation topic modeling with psycholinguistic indicators obtained from the Linguistic Inquiry and Word Count dictionary to measure these concepts and built a research model to assess their effects on information sharing. Results showed that content richness was negatively associated with information sharing. Tweets with negative emotions received more user engagement, whereas tweets with positive emotions were less likely to be disseminated. Further, tweets mentioning advisories tended to receive more retweets than those mentioning support and news updates. More importantly, emotional valence moderated the relationship between communication topics and information sharing—tweets discussing news updates and support conveying positive sentiments led to more information sharing; tweets mentioning the impact of COVID‐19 with negative emotions triggered more sharing. Finally, theoretical and practical implications of this study are discussed in the context of global public health communication.