Content feature of medical crowdfunding information in social media—a content and effectiveness analysis of medical crowdfunding posts on Sina Weibo in China.
Attracting donations is challenging but imperative for fundraisers to secure donations. Solicitation narratives serve as a key strategy for attracting both acquaintances and strangers, thereby influencing donation behavior. To optimize medical crowdfunding messaging on social media, this study explo...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Redfame Publishing Inc.
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/120349/ http://psasir.upm.edu.my/id/eprint/120349/1/120349.pdf |
| _version_ | 1848868165420843008 |
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| author | Cai, Yingying Kamarudin, Syafila Nujaimi, Saiful Jiang, Xiaoyu Zhang, Xin |
| author_facet | Cai, Yingying Kamarudin, Syafila Nujaimi, Saiful Jiang, Xiaoyu Zhang, Xin |
| author_sort | Cai, Yingying |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Attracting donations is challenging but imperative for fundraisers to secure donations. Solicitation narratives serve as a key strategy for attracting both acquaintances and strangers, thereby influencing donation behavior. To optimize medical crowdfunding messaging on social media, this study explores prevalent content features of medical crowdfunding messages on Sina Weibo and determines whether these features impact message effectiveness. A retrospective content analysis was conducted on medical crowdfunding posts on Sina Weibo in China throughout 2023. The posts were systematically coded for the author’s gender, author type, target audience, key themes, human imagery, message sentiments, and message strategies, with their effectiveness analyzed using SPSS. Out of the 394 posts analyzed, private authors emerged as the dominant voices, directing their appeals predominantly toward the general public and often expressing neutral to negative sentiments. The overarching theme across these posts centered on the dire need for medical assistance. Including human imagery and informative message strategies was pivotal in determining post-effectiveness, eliciting heightened audience engagement in terms of likes and shares. Negative sentiment posts influenced comment effectiveness. These findings underscore the potential of social media campaigns in promoting altruistic health behaviors while emphasizing the critical role of strategic message design through the use of human imagery, informative message strategies, and negative sentiment to improve audience engagement. |
| first_indexed | 2025-11-15T14:48:03Z |
| format | Article |
| id | upm-120349 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:48:03Z |
| publishDate | 2024 |
| publisher | Redfame Publishing Inc. |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1203492025-09-30T09:18:17Z http://psasir.upm.edu.my/id/eprint/120349/ Content feature of medical crowdfunding information in social media—a content and effectiveness analysis of medical crowdfunding posts on Sina Weibo in China. Cai, Yingying Kamarudin, Syafila Nujaimi, Saiful Jiang, Xiaoyu Zhang, Xin Attracting donations is challenging but imperative for fundraisers to secure donations. Solicitation narratives serve as a key strategy for attracting both acquaintances and strangers, thereby influencing donation behavior. To optimize medical crowdfunding messaging on social media, this study explores prevalent content features of medical crowdfunding messages on Sina Weibo and determines whether these features impact message effectiveness. A retrospective content analysis was conducted on medical crowdfunding posts on Sina Weibo in China throughout 2023. The posts were systematically coded for the author’s gender, author type, target audience, key themes, human imagery, message sentiments, and message strategies, with their effectiveness analyzed using SPSS. Out of the 394 posts analyzed, private authors emerged as the dominant voices, directing their appeals predominantly toward the general public and often expressing neutral to negative sentiments. The overarching theme across these posts centered on the dire need for medical assistance. Including human imagery and informative message strategies was pivotal in determining post-effectiveness, eliciting heightened audience engagement in terms of likes and shares. Negative sentiment posts influenced comment effectiveness. These findings underscore the potential of social media campaigns in promoting altruistic health behaviors while emphasizing the critical role of strategic message design through the use of human imagery, informative message strategies, and negative sentiment to improve audience engagement. Redfame Publishing Inc. 2024 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/120349/1/120349.pdf Cai, Yingying and Kamarudin, Syafila and Nujaimi, Saiful and Jiang, Xiaoyu and Zhang, Xin (2024) Content feature of medical crowdfunding information in social media—a content and effectiveness analysis of medical crowdfunding posts on Sina Weibo in China. Studies in Media and Communication, 12 (4). art. no. undefined. pp. 118-131. ISSN 2325-8071; eISSN: 2325-808X https://redfame.com/journal/index.php/smc/article/view/7042 10.11114/smc.v12i4.7042 |
| spellingShingle | Cai, Yingying Kamarudin, Syafila Nujaimi, Saiful Jiang, Xiaoyu Zhang, Xin Content feature of medical crowdfunding information in social media—a content and effectiveness analysis of medical crowdfunding posts on Sina Weibo in China. |
| title | Content feature of medical crowdfunding information in social media—a content and effectiveness analysis of medical crowdfunding posts on Sina Weibo in China. |
| title_full | Content feature of medical crowdfunding information in social media—a content and effectiveness analysis of medical crowdfunding posts on Sina Weibo in China. |
| title_fullStr | Content feature of medical crowdfunding information in social media—a content and effectiveness analysis of medical crowdfunding posts on Sina Weibo in China. |
| title_full_unstemmed | Content feature of medical crowdfunding information in social media—a content and effectiveness analysis of medical crowdfunding posts on Sina Weibo in China. |
| title_short | Content feature of medical crowdfunding information in social media—a content and effectiveness analysis of medical crowdfunding posts on Sina Weibo in China. |
| title_sort | content feature of medical crowdfunding information in social media—a content and effectiveness analysis of medical crowdfunding posts on sina weibo in china. |
| url | http://psasir.upm.edu.my/id/eprint/120349/ http://psasir.upm.edu.my/id/eprint/120349/ http://psasir.upm.edu.my/id/eprint/120349/ http://psasir.upm.edu.my/id/eprint/120349/1/120349.pdf |