Increase the Number of Views and Shares of COVID-19 Videos: Content Relevance and Emotional Consistency with Virus Variant Topics

Abstract

(1) Background: The coronavirus variants have posed serious challenges for the prevention and control of the COVID-19 pandemic. Individuals selectively watch and forward videos that help them reduce the damage caused by the virus. Therefore, the factors influencing video viewing and sharing in the context of the COVID-19 pandemic caused by virus variation must be explored. (2) Method: Based on a combination of uncertainty reduction theory and functional emotion theory, this paper designed hypotheses regarding how content relevance and emotional consistency affect video views and shares. We used the support vector machine (SVM) classification algorithm to measure the content relevance between videos and virus variant topics. We performed sentiment analysis of video text to evaluate the emotional consistency between videos and virus variant topics. Then, we used empirical analysis to build the model. (3) Results: The trained SVM classifier was effective in judging whether the video text was related to virus variant topics (F = 88.95%). The content relevance between COVID-19 videos and virus variant topics was generally low. The results showed that the higher the content relevance, the more views (IRR = 1.005, p = 0.017) and shares (IRR = 1.008, p = 0.009) the video received. Individuals were more willing to view (IRR = 1.625, p < 0.001) and share (IRR = 1.761, p < 0.001) COVID-19 videos with high emotional consistency with virus variant topics. (4) Conclusions: The results of empirical analysis showed that content relevance and emotional consistency between videos and virus variant topics significantly positively impacted video views and shares. The trained SVM classifier can support public health departments in monitoring and assessing the COVID-19 pandemic. Our study provides management advice while helping individuals reduce harm and inform next-step decisions.