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Viral social media videos can raise pro-social behaviours when an epidemic arises

Lookup NU author(s): Dr Matt WalkerORCiD

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This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).

Abstract

Access to information via social media is one of the biggest differentiators of public health crises today. During the early stages of the Covid-19 outbreak in January 2020, we conducted an experiment in Wuhan, China to assess the impact of viral social media content on pro-social and trust behaviours and preferences towards risk taking with known and unknown probabilities. Prior to the experiment, participants viewed one of two videos that had been widely and anonymously shared on Chinese social media: a central government leader visiting a local hospital and supermarket, or health care volunteers transiting to Wuhan. In a control condition, participants watched a Neutral video, unrelated to the crisis. Viewing one of the leadership or volunteer videos leads to higher levels of pro-sociality and lesser willingness to take risks in an ambiguous situation relative to the control condition. The leadership video, however, induces lower levels of trust. We provide evidence from two post-experiment surveys that the video’s impact on pro-sociality is modulated by influencing the viewer’s affective emotional state.

Publication metadata

Author(s): Guo Y, Shachat J, Walker MJ, Wei L

Publication type: Article

Publication status: Published

Journal: Journal of the Economic Science Association

Year: 2021

Volume: 7

Pages: 120-138

Print publication date: 01/12/2021

Online publication date: 01/09/2021

Acceptance date: 16/08/2021

Date deposited: 06/09/2021

ISSN (electronic): 2199-6784

Publisher: Springer

URL: https://doi.org/10.1007/s40881-021-00104-w

DOI: 10.1007/s40881-021-00104-w

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