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http://dx.doi.org/10.7472/jksii.2017.18.1.89

The Influence of Social Media's Environmental Characteristics on Users' Active Participation and the Types of Message Diffusion: Government's Communication Messages and Public Responses during the MERS Outbreak  

Hong, Juhyun (School of Communication, Kookmin University)
Lee, Mina (School of Communication, Kookmin University)
Publication Information
Journal of Internet Computing and Services / v.18, no.1, 2017 , pp. 89-103 More about this Journal
Abstract
This paper analyzed the influence of government-owned social media's environmental characteristics on the level of users' active participation and types of message diffusion during government's crisis. The social media environment was categorized based on human interactivity and media interactivity. Users' active participation was measured based on amount of like/dislike and number of comments. User's comments were categorized through network analysis. This study found that the level of user's active participation was high on the information-provider participation type and the relationship-oriented participation type. The level of user's active participation was low on the information-provider type and the limited platform. The analysis of message diffusion type showed that a restrictive rational opinion type was found for the limited platform and diffusive or restrictive emotional opinion types were found for other types of social media environment. This study found that during MERS crisis, the government did not provide messages suitable for the social media environment, and the media environment influenced users' participation and comments. The government should provide user friendly social media environment by increasing interaction with users and should make efforts to communicate with users in crisis situation.
Keywords
Social media; media interactivity; human interactivity; user participation; network analysis; diffusion of messages;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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