مشاركة الجمهور في وسائل التواصل الاجتماعي أثناء كوفيد 19 : حساب و زارة الصحة السعودية في تويتر أنموذجا

Abstract EN

The importance of improving audience engagement through social media has emerged in recent years.

Therefore, the study focused on researching the factors that contribute audience engagement in Saudi Arabia in Twitter, especially during crises, such as the technological patterns, communication content, and persuasive appeals.

The researcher analyzed 644 tweets by the Saudi Ministry of Health on Twitter during the lockdown period due to the spread of the Coronavirus, which ranged from March 23, 2020 to June 21.

The study found in its most important findings that the use of images in tweets contributes to audience engagement in terms of writing comments and retweeting, while the video posts contribute to the giving likes.

The study also found that content related to appreciating frontline emergency services contributes to audience engagement through liking, while content related to the latest news about the Coronavirus pandemic contributes to retweeting.

As for persuasive appeals, the study showed that the use of rational appeals in the Ministry Twitter account contributes to giving likes, and that emotional appeals plays a role in writing comments, while persuasive appeals (rational/emotional) do not contribute to retweeting.