Selling hope versus hate: the impact of partisan social media messaging on social distancing during the COVID-19 pandemic

PurposeThis study aims to examine the role of hope and hate in political leaders' messages in influencing liberals versus conservatives' social-distancing behavior during the COVID-19 pandemic. Given the increasing political partisanship across the world today, using the appropriate message framing has important implications for social and public policy.Design/methodology/approachThe authors use two Natural Language Processing (NLP) methods - a pretrained package (HateSonar) and a classifier built to implement our supervised neural network-based model architecture using RoBERTa - to analyze 61,466 tweets by each US state's governor and two senators with the goal of examining the association between message factors invoking hate and hope and increased or decreased social distancing from March to May 2020. The authors examine individuals' social-distancing behaviors (the amount of nonessential driving undertaken) using data from 3,047 US counties between March 13 and May 31, 2020, as reported by Google COVID-19 Community Mobility Reports and the New York Times repository of COVID-19 data.FindingsThe results show that for conservative state leaders, the use of hate increases nonessential driving of state residents. However, when these leaders use hope in their speech, nonessential driving of state residents decreases. For liberal state leaders, the use of hate displays a directionally different result as compared to their conservative counterparts.Research limitations/implicationsAmid the emergence of new analytic techniques and novel data sources, the findings demonstrate that the use of global positioning systems data and social media analysis can provide valuable and precise insights into individual behavior. They also contribute to the literature on political ideology and emotion by demonstrating the use of specific emotion appeals in targeting specific consumer segments based on their political ideology.Practical implicationsThe findings have significant implications for policymakers and public health officials regarding the importance of considering partisanship when developing and implementing public health policies. As partisanship continues to increase, applying the appropriate emotion appeal in messages will become increasingly crucial. The findings can help marketers and policymakers develop more effective social marketing campaigns by tailoring specific appeals given the political identity of the consumer.Originality/valueUsing Neural NLP methods, this study identifies the specific factors linking social media messaging from political leaders and increased compliance with health directives in a partisan population.