The impact of Public Health Emergency (PHE) on the news dissemination strength: Evidence from Chinese-Speaking Vloggers on YouTube

Abstract

News dissemination plays a vital role in supporting people to incorporate beneficial actions during public health emergencies, thereby significantly reducing the adverse influences of events. Based on big data from YouTube, this research study takes the declaration of COVID-19 National Public Health Emergency (PHE) as the event impact and employs a DiD model to investigate the effect of PHE on the news dissemination strength of relevant videos. The study findings indicate that the views, comments, and likes on relevant videos significantly increased during the COVID-19 public health emergency. Moreover, the public’s response to PHE has been rapid, with the highest growth in comments and views on videos observed within the first week of the public health emergency, followed by a gradual decline and returning to normal levels within four weeks. In addition, during the COVID-19 public health emergency, in the context of different types of media, lifestyle bloggers, local media, and institutional media demonstrated higher growth in the news dissemination strength of relevant videos as compared to news & political bloggers, foreign media, and personal media, respectively. Further, the audience attracted by related news tends to display a certain level of stickiness, therefore this audience may subscribe to these channels during public health emergencies, which confirms the incentive mechanisms of social media platforms to foster relevant news dissemination during public health emergencies. The proposed findings provide essential insights into effective news dissemination in potential future public health events.