Examining the determinants and outcomes of netizens’ participation behaviors on government social media profiles

Government social media profiles (GSPs) are increasingly used by government agencies during social crises, and the success of GSPs is highly dependent on netizens’ participation behavior (NPB). Drawing upon the social support theory, the purpose of this paper is to propose a theoretical model to examine the determinants and outcomes of NPB during a social crisis.

To test the research model, a field survey was conducted in the context of Tianjin 2015 explosions in China. The authors adopted a two-step approach to test the models. First, the authors conducted exploratory factor analysis to evaluate the measurement properties of the reflective latent constructs. Then, the authors performed a structural equation analysis to test the hypotheses.

The results show that information support and emotional support are significant determinants of NPB and persona involvement moderates the relationships between them. Additionally, this study reveals that information source preference and increasing enthusiasm for becoming a civil journalist are two critical and significant outcomes of NPB.

There are some limitations in this paper that must be taken into account when interpreting its findings. First, the study is designed on a single profile and concerns a single social crisis. Additionally, future research might consider incorporating factors beyond the individual level, e.g., community social capital (Putnam, 1993). Finally, with the emergence of various IT platforms, such as a government’s own website and online forms, future research can investigate how their characteristics can facilitate other social media platforms’ participation.

This paper offers a number of crucial research implications to the literature of social media in crisis management, thereby contributing to the explanation of NPB on GSPs in the management of social crises. Considering social support as a factor affecting NPB on GSPs, the authors also add personal involvement to the research on the functions of NPB on GSPs and include encouraging civil journalist and making GSPs the principal source of political information.

The research provides participating netizens on GSPs with some suggestions about generating more cost-effective and useful interventions to improve netizen participation levels on GSPs. The findings highlight that governmental social media profiles must focus on continuous development, such as trying best to satisfy the habits of netizens, to motivate netizens to create dependence of information acquisition on the GSPs, called information source preference. On the other hand, the study reminds netizens of the importance of NPB on GSPs during crises and encourages them to act as civil journalist.

First, the study investigated the outcome effect of NPB on GSPs on netizens’ information source preference and civil journalist. Second, this study identifies the determinants of NBPs on GSPs from both the informational and the emotional support perspectives. Third, this study investigates the moderating effects of personal involvement on the relationships between determinants from social support and NPB on GSPs.