Abstract

This chapter examines the role that social media occupy with different audiences and their information-seeking behaviors. It discusses different psychological motivations that drive individuals' crisis-related information pursuit. It proposes motivation-specific strategic approaches to encourage the pursuit and sharing of accurate science-based crisis information. Rooted in a biological metaphor, inoculation theory is a theory of resistance by which messages targeting individuals' attitudes are thought to simulate the process of medical immunization in the body. An additional approach for directionally motivated individuals lies in narrative theory or the use of storytelling to influence how individuals scrutinize online information. Crisis managers should consider a variety of message strategies based on the key differences in audience members' motivations and information-seeking tendencies. The chapter provides a foundation of strategies rooted in persuasion. Future research should continue to explore the nuances of these solutions.

Original languageEnglish
Title of host publicationCommunication and Misinformation
Subtitle of host publicationCrisis Events in the Age of Social Media
Pages47-62
Number of pages16
ISBN (Electronic)9781394184972
DOIs
StatePublished - Jan 8 2025

Bibliographical note

Publisher Copyright:
© 2025 John Wiley & Sons, Inc.

Keywords

  • Inoculation theory
  • Medical immunization
  • Online information
  • Persuasion
  • Resistance
  • Science-based crisis information
  • Social media

ASJC Scopus subject areas

  • General Arts and Humanities
  • General Social Sciences

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