Capturing the Interplay between Risk Perception and Social Media Posting to Support Risk Response and Decision Making

Zhu, Huiyun; Liu, Kecheng

This research aims to capture the interplay between risk perception and social media posting through a case study of COVID-19 in Wuhan to support risk response and decision making. Dividing users on Sina Weibo into the government, the media, the public, and other users, we address two main research questions: Whose posting affects risk perception and vice versa? How do different categories of social media users’ posts affect risk perception and vice versa? We use Granger causality analysis and impulse response functions to answer the research questions. The results show that from one perspective, the government and the media on Sina Weibo play critical roles in forming and affecting risk perceptions. From another perspective, risk perception promotes the posting of the media and the public on Sina Weibo. Since government’s posting and media’s posting can significantly enhance the public’s perceptions of risk issues, the government and the media must remain vigilant to provide credible risk-related information.