Unravelling the Power of Sentiment: How Emotions Shape Online Engagement in Public Health Discourse

Abstract

Social media platforms have evolved into powerful arenas for public discourse, significantly influencing opinions, behaviours, and policy decisions. This study explores the relationship between sentiment and user engagement in online conversations related to public health. Using advanced sentiment analysis techniques powered by the BERT model, we analyse how emotional tone affects interactions such as likes, replies, and shares. Our findings reveal that positive sentiments drive higher engagement in terms of likes and replies, while negative sentiments generate more shares, amplifying their reach.. Neutral sentiments, in contrast, exhibit lower engagement across all metrics. Statistical analyses confirm significant differences in engagement based on sentiment, underscoring the critical role emotions play in shaping online conversations. These insights offer valuable guidance for policymakers, health communicators, and digital strategists aiming to craft more effective messaging strategies. By understanding how sentiment influences engagement, organisations can better connect with audiences, foster meaningful discussions, and enhance the impact of public communication campaigns.