User Engagement In Public Discourse On Genetically Modified Organisms: The Role Of Opinion Leaders On Social Media

Keywords

genetically modified organism; opinion leader; social media; user engagement; Weibo

Abstract

This study adopted a quantitative content analysis to examine how source attributes of opinion leaders and their message framing influenced user engagement in the public discourse of genetically modified organism (GMO) on Chinese social media. The findings showed that different source attributes and message frames used by opinion leaders varied in their respective influences on three dimensions of user engagement—reposts, comments, and likes. The attribute of account verification only predicted surface-level engagement (i.e., liking), whereas account type significantly influenced in-depth engagement (i.e., reposting and commenting). The fact, opportunity, pro-GMO, and international frames positively predicted user engagement.

Publication Date

12-1-2018

Publication Title

Science Communication

Volume

40

Issue

6

Number of Pages

691-717

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1177/1075547018806526

Socpus ID

85056705610 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/85056705610

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