Effects of Health Information Dissemination on User Follows and Likes during COVID-19 Outbreak in China: Data and Content Analysis

Abstract

Background: COVID-19 has greatly attacked China, spreading in the whole world. Articles were posted on many official WeChat accounts to transmit health information about this pandemic. The public also sought related information via social media more frequently. However, little is known about what kinds of information satisfy them better. This study aimed to explore the characteristics of health information dissemination that affected users' information behavior on WeChat. Methods: Two-wave data were collected from the top 200 WeChat official accounts on the Xigua website. The data included the change in the number of followers and the total number of likes on each account in a 7-day period, as well as the number of each type of article and headlines about coronavirus. It was used to developed regression models and conduct content analysis to figure out information characteristics in quantity and content. Results: For nonmedical institution accounts in the model, report and story types of articles had positive effects on users' following behaviors. The number of headlines on coronavirus positively impacts liking behaviors. For medical institution accounts, report and science types had a positive effect, too. In the content analysis, several common characteristics were identified. Conclusions: Characteristics in terms of the quantity and content in health information dissemination contribute to users' information behavior. In terms of the content in the headlines, via coding and word frequency analysis, organizational structure, multimedia applications, and instructions-the common dimension in different articles-composed the common features in information that impacted users' liking behaviors.

Keywords: characteristic; content analysis; health information dissemination; novel coronavirus; official account; regression model; users’ information behavior.

Figure 1

Data collection process.

Figure 2

Screenshot of the rank list page. Some important nouns and items were translated into English. From: Xigua Data. Rank of Official Accounts. Available online: http://data.xiguaji.com/Home#/Rank/IndustryNew?Period=30&tid=4 (accessed on 10 April 2020).

Figure 3

Screenshot of the data collection page. Some important nouns and items were translated into English. From: Xigua Data. Detailed Data of Official Accounts. Available online: http://data.xiguaji.com/Home#/Rank/IndustryNew?Period=30&tid=4 (accessed on 10 April 2020).

Figure 4

Screenshot of a counter-rumor article. From: DingXiangYiSheng. Novel coronavirus fears alcohol and high temperature, but vinegar, saline, and smoke are useless: 11 rumors you need to know. Available online: https://mp.weixin.qq.com/s?__biz=MjA1ODMxMDQwMQ==&mid=2657273064&idx=1&sn=c33004970adc91f70f2f42612aca6f63&chksm=4906c0867e714990e67d5473c373688c6346da7ff39ace49a111c9e72b2dca039d785dc4e475#rd (accessed on 31 April 2020).

Figure 5

Screenshot of a report article. From: DingXiangYiSheng. COVID-19 Situation Report on 27 January 2020. Available online: https://mp.weixin.qq.com/s?__biz=MjA1ODMxMDQwMQ==&mid=2657273342&idx=2&sn=a5eb17c4e762d56bc471a5007526f090&chksm=4906c1907e714886d4a2d455fb377077727cedf68d7cffb47be2bd2641e45d4f3e99bb2d7112&scene=27#wechat_redirect (accessed on 31 April 2020).

Figure 6

Screenshot of a science article. From: JieDi. What do you think of The mortality rate of the first 41 infected cases reached 15%? The Chinese CDC report is here. Available online: https://mp.weixin.qq.com/s?__biz=MjM5MDc3NjQwMA==&mid=2926680516&idx=4&sn=5510955bfd633041960d364d6a99abfe&chksm=8d3a94fbba4d1ded116d78153c87dcc4c6ed1554927187aab9af452fdf1b4937a5c66bec7144&scene=27#wechat_redirect (accessed on 31 April 2020).

Figure 7

Screenshot of a story type. From: Ning Zhou. A Wuhan doctor was suspected of being infected. He recovered after 4 days’ isolation at home! Please spread his life-saving strategy to everyone. Available online: https://mp.weixin.qq.com/s?__biz=MzAxODI5OTI5Nw==&mid=2655524012&idx=1&sn=1db56d18ca7d7dd5870c24000cda8fde&chksm=8064d462b7135d74ddbaf7276f6eb9695bdde518acde13672f74bb7f4a34152f4a8f615e50a4&scene=27#wechat_redirect (accessed on 30 April 2020).

Figure 8

Screenshot of an instruction-type article. From: DingXiangYiSheng. Don’t put your mask casually! Here are the most detailed instructions on wearing your mask. Available online: https://mp.weixin.qq.com/s?__biz=MzA4MTg0MjA5OQ==&mid=2654891799&idx=1&sn=dba5017feccdfbc5d15e882ad6b75235&chksm=844415cbb3339cddab159f656e99a3d26ccea6339607ffa153d96f6173f762277c9f2495ef5f#rd (accessed on 31 April 2020).

Figure 9

Screenshot of other types of articles. From: YiXueJie. Except for 18 tertiary hospitals in Wuhan, there are still many hospitals in Hubei appealing for help. Please share this article. Available online: https://mp.weixin.qq.com/s?__biz=MzU4MjQzNjAzMA==&mid=2247506900&idx=3&sn=554bd0369ebbbbe2179429ad83687e5a&chksm=fdbace05cacd47134ad603acd04c7cf3bcaf61399ace645442aa0095c8b37596e1f82635e32b&scene=27#wechat_redirect (accessed on 31 April 2020).

Figure 10

Screenshot of a review page. From: West China Hospital. Can you go out without a mask? Experts recommended the proper wearing of masks. Available online: https://mp.weixin.qq.com/s?__biz=MjM5Mjg4ODk0NQ==&mid=2652774509&idx=1&sn=798a83f859195aae2896260ef5e6cbe1&chksm=bd75e1738a026865444138f9d46dc8232eb65286f314fca37b25f103190064b1acc8298741a6#rd (accessed on 10 April 2020).