Analysis of the Evolution of User Emotion and Opinion Leaders’ Information Dissemination Behavior in the Knowledge Q&A Community during COVID-19

Abstract

Since its emergence in 2019, COVID-19 has quickly triggered widespread public discussion on social media. From 26 February 2020 to 26 September 2020, this study collected data on COVID-19-related posts in the knowledge Q&A community, identified 220 opinion leaders of this community, and used social network analysis and sentiment analysis to analyze the information exchange behavior and emotional evolution of the opinion leaders during COVID-19. The results show that the COVID-19 topic community could be divided into seven main categories. The information dissemination of opinion leader information dissemination network had low efficiency, multiple paths, and a high degree of control. In addition, the emotional evolution of users showed obvious phased characteristics. User emotion changed from initially strong negative to strong positive over the course of the pandemic and eventually tended to be objective and neutral as time passed and the event stabilized.