Department of Communications and New Media, National University of Singapore, Singapore, Singapore.
Division of Social Sciences, The University of Chicago, Chicago, Illinois, USA.
Cyberpsychol Behav Soc Netw. 2022 Sep;25(9):552-560. doi: 10.1089/cyber.2022.0063. Epub 2022 Aug 16.
In this study, we analyzed >200,000 posts collected from Facebook public pages that were published in December 2020 during the rollout of the first dose of the Pfizer-BioNTech vaccine to the American public. We ran both topic modeling and sentiment analysis of the posts and found that first Facebook posts talked about not only treatment effectiveness such as trial results and testing approaches but also other issues that surround vaccines such as approval and distribution. Second, although the general sentiment during this period was positive and anticipation was the highest emotion, Facebook posts expressed a salient amount of fear and sadness, especially when discussing emergency approval and trial results. Finally, we found that both topics and sentiments have a significant influence on user likes. Using the topic of vaccine distribution as a baseline, posts that discuss related aspects of vaccines (e.g., effectiveness, shipment, and testing), call for actions (e.g., use of masks) and indicate care to vulnerable groups (e.g., health care workers and seniors) received more likes. Posts with bad news (e.g., new cases and deaths) and doubts over the usefulness of vaccines received fewer likes. Regardless of their valences, approach emotions lead to more likes whereas withdrawal emotions lead to fewer likes. Our study suggests that to facilitate actions, using certain topics and approach emotions in the posts could be helpful.
在这项研究中，我们分析了 20 多万条于 2020 年 12 月在向美国公众推出辉瑞-生物科技公司第一剂疫苗期间从 Facebook 公共页面发布的帖子。我们对这些帖子进行了主题建模和情绪分析，发现首先，Facebook 上的帖子不仅讨论了治疗效果（如试验结果和检测方法），还讨论了疫苗的其他问题，如批准和分发。其次，尽管在此期间的总体情绪是积极的，期待感是最高的情绪，但 Facebook 帖子还是表达了大量的恐惧和悲伤，尤其是在讨论紧急批准和试验结果时。最后，我们发现主题和情绪都对用户点赞有显著影响。以疫苗分发主题为基线，讨论疫苗相关方面（如有效性、运输和检测）、呼吁采取行动（如使用口罩）和表示对弱势群体（如医护人员和老年人）关怀的帖子获得了更多点赞。有关负面新闻（如新病例和死亡）和对疫苗有效性的质疑的帖子获得的点赞较少。无论其情绪是积极还是消极，采取行动的情绪会带来更多点赞，而回避情绪则会带来更少点赞。我们的研究表明，为了促进行动，在帖子中使用某些主题和采取行动的情绪可能会有所帮助。
