Local government social media use, citizen satisfaction, and citizen compliance: Evidence from the COVID-19 outbreak in Shanghai

Abstract

Throughout the COVID-19 pandemic, Government Social Media (GSM) accounts have been strategic tools for public communication and pandemic management. However, the relationship between local GSM use, citizen satisfaction, and citizen compliance with preventive measures is still unclear. This study responds to this question by analyzing 1047 questionnaires collected from citizens who have experienced the Shanghai COVID-19 outbreak since March 2022. The results reveal that informational use of local GSM directly strengthened citizen compliance with COVID-19 control measures, yet the direct effects of participatory and service use were not supported. Both participatory and service use promoted citizen compliance through the mediating role of citizen satisfaction with local governments. Our research findings suggest that government social media accounts are important tools to cultivate citizens' compliance behaviors. Local governments should try to satisfy citizens’ information, participatory, and service needs in a timely manner, through their official social media channels during a public health crisis.