The moderating effects of entertainers on public engagement through government activities in social media during the COVID-19

摘要

Following the onset of COVID-19 pandemic, increasing the degree of public engagement is a crucial task for governments. This study investigated the moderating effects of entertainers on public engagement through government activities during COVID-19 pandemic. The government activities were publicized through the government's social media posts. The results showed a significant positive relationship between participation of entertainers and degree of public engagement through social media. Our findings indicated that inviting entertainers to participate could improve the effects of publicity and ease the emotional tension and anxiety among the public during a crisis. However, more attention should be paid to the choice of entertainers to maintain the legality and seriousness of government activities. These findings could help the government effectively communicate prevention policies and disseminate crisis information to the public, regardless of where they were physically located.