Research On Influencing Factors Of Rumors Diffusion Behavior Of Public Health Emergencies In Social Media

In recent years,with the rapid development of Web 2.0 and Internet technology,social media platforms have become the main channel for netizens to obtain information and communicate with each other.While it provides convenience for us,it also causes a series of practical problems,among which the phenomenon of "rumor flooding" is particularly serious.The frequent occurrence of public health emergencies not only disturb the normal social order,but also breed Internet rumors by means of social media and other platforms,which incite the negative emotions of Internet users,and lead to public psychological anxiety and panic,which greatly tests the crisis response ability of relevant departments.Therefore,the research on the rumor diffusion behavior of social media users in the context of public health emergencies is helpful to further reveal the spreading mechanism and evolution rule of social media rumor of emergencies,so as to provide theoretical basis for relevant departments to formulate effective rumor governance strategies,which is conducive to maintaining social order of stability.At the same time,the analysis of the influencing factors of rumor spreading under the background of public health emergencies is conducive to timely tracking and monitoring public opinion guidance.To this end,this paper studies the influencing factors of social media rumor diffusion behaviors in the context of public health emergencies.In this paper,public health emergencies were taken as the research background,sina weibo as the research platform,with the keywords of "COVID-19","novel Coronavirus" and so on,the Python reptile was used to obtain the original microblog information related to the COVID-19 epidemic between January 20,2020 and April 3,2020.The captured information was screened according to the rumor refuting information released by the official rumor account,and the "COVID-19 epidemic rumor data set" was constructed.First,novel coronavirus pneumonia cascade is compared with other rumors cascading characteristics from two angles of static and dynamic.Then,gephi is used to visualize the diffusion path of sample microblog and analyze the network structure.The results show that although different types of rumors will form a central node in the process of diffusion and spread around the central node,their diffusion scale is different and the network structure characteristics are also different.In addition,the COVID-19 epidemic rumors were found to be deeper,faster,wider and more viral than other types of rumors during the dynamic diffusion process.In terms of rumor diffusion behavior,most of the existing studies use the single behavior of "retweet" to measure the diffusion behavior in social media,while ignoring the driving effect of "like" as another response mode of users when facing rumors.Based on the platform attributes of microblog,information can be spread to a certain extent through retweeting and liking.Therefore,this paper considers the two diffusion modes of "retweet" and "like" generated by Weibo users after receiving information,and studies the relevant factors affecting their diffusion behavior.Based on the Elaboration Likelihood Model(ELM),respectively from two angle of the central path and the peripheral path,analyzes the influence factors of emergent public health events rumors spread behavior,based on this,a negative binomial regression model is built,and the hypotheses deriving from this model are empirically validated by analyzing rumors on COVID-19 outbreak collected from Sina Weibo.Empirical studies show that the spare time,source ambiguity,information's social influence,content ambiguity and text length will positively affect the spread of rumors,that is to say,they positively affect the retweeting scale and like scale of microblog.In addition,the level of anxiety can positively promote rumor retweeting,based on the theory of negative bias,rumors with negative emotions will promote the spread of rumors,especially the scale of forwarding rumors.Due to the information overload in social media,the source activity significantly negatively affects the spread of rumors.Finally,based on the conclusion of the research,this paper gives some suggestions on the strategy of rumor governance from the aspects of rumor detection,rumor clarification and individual rumor identification.