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Resilience Messaging: The Effect of Governors’ Social Media Communications on Community Compliance During a Public Health Crisis

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  • Reza Mousavi

    (McIntire School of Commerce, University of Virginia, Charlottesville, Virginia 22903)

  • Bin Gu

    (Questrom School of Business, Boston University, Boston, Massachusetts 02215)

Abstract

When managing major disasters, authorities may ask residents to comply with certain guidelines that change community members’ daily routines. In these situations, authorities often appeal to resilience, which refers to the ability to recover from challenges. In this study, we examine whether embedding resilience-related words (resilience messaging) in governors’ social media posts increases community compliance with government guidelines in the context of the COVID-19 disaster. First, we conducted a secondary data analysis using a panel data set of U.S. states. This analysis included community mobility data, governors’ tweets, official county tweets, approval ratings, new COVID-19 cases, and states’ response data for the period between February 2020 and August 2021 (81 weeks). We measure community compliance using the time residents spent at home and the time they spent at retail places, according to community mobility data. We also conducted an online controlled experiment to complement our secondary data analysis in order to identify the underlying mechanism. We show that governors’ resilience messaging increases community compliance (12.5% increase in time spent at home and 11% increase in avoiding unnecessary trips). We also find that the effect of resilience messaging on community compliance is mediated by residents’ perceptions of inspirational leadership.

Suggested Citation

  • Reza Mousavi & Bin Gu, 2024. "Resilience Messaging: The Effect of Governors’ Social Media Communications on Community Compliance During a Public Health Crisis," Information Systems Research, INFORMS, vol. 35(2), pages 505-527, June.
    • Handle: RePEc:inm:orisre:v:35:y:2024:i:2:p:505-527
    DOI: 10.1287/isre.2021.0599
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    1. Ahmed Abbasi & Robin Dillon & H. Raghav Rao & Olivia R. Liu Sheng, 2024. "Preparedness and Response in the Century of Disasters: Overview of Information Systems Research Frontiers," Information Systems Research, INFORMS, vol. 35(2), pages 460-468, June.

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