Viral social media videos can raise pro-social behaviours when an epidemic arises

Yiting Guo, Jason Shachat, Matthew Walker and Lijia Wei
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Yiting Guo: Wuhan University

Journal of the Economic Science Association, 2021, vol. 7, issue 2, No 3, 120-138

Abstract: Abstract Access to information via social media is one of the biggest differentiators of public health crises today. During the early stages of the Covid-19 outbreak in January 2020, we conducted an experiment in Wuhan, China to assess the impact of viral social media content on pro-social and trust behaviours and preferences towards risk taking with known and unknown probabilities. Prior to the experiment, participants viewed one of two videos that had been widely and anonymously shared on Chinese social media: a central government leader visiting a local hospital and supermarket, or health care volunteers transiting to Wuhan. In a control condition, participants watched a Neutral video, unrelated to the crisis. Viewing one of the leadership or volunteer videos leads to higher levels of pro-sociality and lesser willingness to take risks in an ambiguous situation relative to the control condition. The leadership video, however, induces lower levels of trust. We provide evidence from two post-experiment surveys that the video’s impact on pro-sociality is modulated by influencing the viewer’s affective emotional state.

Keywords: Social media; Pro-sociality; Risk preference; Experiment; Induced emotions; Covid-19 (search for similar items in EconPapers)
JEL-codes: C93 H12 I12 (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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Working Paper: Viral Social Media Videos Can Raise Pro-Social Behaviours When an Epidemic Arises (2020)
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DOI: 10.1007/s40881-021-00104-w

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