Engaging social media users with attitudinal messages during health crisis communication

To cope with the COVID-19 pandemic, various policy measures accompanied by health crisis communication were adopted in China to engage publics. In this study, we investigated how People’s Daily communicated COVID-19 messages on Weibo. Drawing on the Appraisal Framework, we developed a three-stage mixed method approach to study 400 COVID-19 posts to identify the attitude resources employed and their association with public engagement. We found that attitudinal posts were more engaging than non-attitudinal posts. Judgment, both positive and negative, was positively associated with public engagement, whereas the use of positive Affect and Appreciation could be ineffective. These findings contribute to the understanding of how public engagement on social media can be enhanced through the use of attitudinal messages in health emergencies.