Scenario-Based Messages on Social Media Motivate COVID-19 Information Seeking

Abstract

During the COVID-19 pandemic, political partisanship has influenced information consumption, beliefs, and health behaviors. Communicating accurate information about COVID-19 exposure risk is crucial for empowering individuals to make informed decisions. In the present study, we used social media advertisements to experimentally test the efficacy of five messages about COVID-19 risks (varying the context specificity and emotional valence) across six demographic groups (N=221,829; stratified by age group and political leaning). Advertisements that emphasized local risk levels for specific scenarios were most effective, across all demographic groups. Emotional valence did not significantly influence user engagement. Although conservatives were less likely than liberals to engage with COVID-19 information after clicking on an advertisement, conservatives who did engage with our informational intervention responded beneficially and became less willing to take risks. Overall, evoking specific scenarios motivated information seeking about COVID-19, overcoming the political divide to facilitate risk communication and change behavioral intentions.

Communicating COVID-19 exposure risk with an interactive website counteracts risk misestimation

“…However, we observed substantial risk misestimation in this self-selected sample, demonstrating that correcting risk perception was still necessary and beneficial in this population. In a related study [ 59 ], we reduced self-selection bias and expanded our reach by conducting large-scale advertising campaigns on social media. These advertising campaigns directed specific messages at different demographic groups; ads redirected social media users to the Event Risk Tool website, then tracked subsequent activity.…”