Trust in Time of Crisis: An Analysis of Trustworthiness on Social Media Posts During the COVID-19 Pandemic

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Abassi Samira; Amiri Fatemeh; Babaie Mahboobeh

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Journal Paper

Paper Information

Journal: Journal of Social Continuity and Change Year:2023 | Volume:2 | Issue:2 Page(s): 377-393

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Information Journal Paper

Title

Trust in Time of Crisis: An Analysis of Trustworthiness on Social Media Posts During the COVID-19 Pandemic

Author(s)

Abassi Samira | Amiri Fatemeh | Babaie Mahboobeh | Issue Writer Certificate

Keywords

corona

Social Media

Social networks

Clustering

Health communication

Trust

Abstract

Background and Aim: As the COVID-19 pandemic unfolds, Social Media platforms have become a primary forum for the expression of a extensive range of thoughts, sentiments, and attitudes. This research examines Persian-language Social Media content associated with the pandemic to achieve a detailed comprehension of societal behaviors and attitudes amid this extraordinary circumstance. The purpose of this study is to investigate the emerging patterns and behaviors of Trust-building within Social networks during the COVID-19 crisis. Sentiment analysis in Social networks and the way people share their opinions, views, feelings, and attitudes— through posts, tweets, and other textual content— can shed light on the social patterns of Trust towards message sources and news authorities, especially in times of crisis. Methods and Data: The study conducted a content analysis of social network data through a two-stage Clustering method. The Clustering findings were scrutinized through the lenses of risk and crisis communication theories, as well as effective communication principles to assess the Trust levels within each cluster. Findings: Given the pivotal importance of a culture of Trust in the acceptance or rejection of messages, the Trust index was examined across the clusters. The findings indicate that messages disseminated and circulated through Instagram and news websites are considered Trustworthy within each cluster. Conclusion: The results demonstrate that the dissemination of COVID-19-related information by health authorities can foster positive Trust within society. However, the level of Trust in the health sector is somewhat lower compared to the socio-cultural sphere. For the dissemination of health-related information, the use of non-political language is recommended. Key Message: The findings indicate that content shared through Instagram and news platforms proves to be more influential. Additionally, social activists significantly contribute to either strengthening or undermining the audience's Trust in content. Understanding the social patterns associated with Trust experiences in times of crisis, where contradictory information abounds, is essential. This understanding can offer strategies to manage similar crises and aid to enhance societal resilience.

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