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

Author

Listed:
  • Yiting Guo

    (Wuhan University)

  • Jason Shachat

    (Wuhan University
    Durham University Business School)

  • Matthew J. Walker

    (Newcastle University Business School)

  • Lijia Wei

    (Wuhan University)

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.

Suggested Citation

  • Yiting Guo & Jason Shachat & Matthew J. Walker & Lijia Wei, 2021. "Viral social media videos can raise pro-social behaviours when an epidemic arises," Journal of the Economic Science Association, Springer;Economic Science Association, vol. 7(2), pages 120-138, December.
    • Handle: RePEc:spr:jesaex:v:7:y:2021:i:2:d:10.1007_s40881-021-00104-w
    DOI: 10.1007/s40881-021-00104-w
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    1. 42. Selected Data of Coronavirus in Spain, United States, Europe, America and other areas, year 2020: Statistics of Cases and Hospital beds
      by MCG Blogs de Economía in Euro-American Association: World Development on 2020-05-12 09:25:00

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    1. Hamza Umer, 2024. "Covid-19 and altruism: a meta-analysis of dictator games," Empirica, Springer;Austrian Institute for Economic Research;Austrian Economic Association, vol. 51(1), pages 35-60, February.

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    More about this item

    Keywords

    Social media; Pro-sociality; Risk preference; Experiment; Induced emotions; Covid-19;
    All these keywords.

    JEL classification:

    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • H12 - Public Economics - - Structure and Scope of Government - - - Crisis Management
    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior

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