Building a Strategic Typology Based on Health Social Capital for Effective Risk and Crisis Communication in South Korea
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Objective This study aimed to develop an integrated risk and crisis communication model by incorporating public responses—particularly emotional and cognitive variables—during health emergencies such as the COVID-19 pandemic. It also aimed to segment the public based on health social capital and examine whether communication pathways differed across these segments. Methods An online survey of 800 participants was conducted using quota sampling. Structural equation modeling (SEM) was employed to verify hypotheses related to risk perception, emotional response, information gap, and their influence on communication behaviors, perceived message effectiveness, and organizational-public dialogic communication (OPDC). Additionally, cluster analysis was used to segment the public based on dimensions of health social capital. Results Findings indicated that heightened COVID-19 risk perception significantly increased negative emotions such as fear and worry, which in turn promoted active communication behaviors and influenced perceptions of organizational message effectiveness. A larger information gap was associated with lower evaluations of crisis communication by authorities, specifically the Korea Disease Control and Prevention Agency (KDCA). These communication evaluations strongly influenced the KDCA’s organizational reputation, ultimately influencing public support for COVID-19-related policies. Cluster analysis identified three distinct public types based on health social capital—skeptical health-concerned public, active health-protective public, and pessimistic health-deficient public—each displaying unique communication pathways within the proposed model. Conclusions This study highlights the necessity of tailored communication strategies that cognitive and emotional profiles of segmented publics. It presents a practical framework for mitigating public anxiety and enhancing organizational reputation during crises. The proposed model contributes both theoretically and practically to advancing strategic health risk communication. Results of this study provide implications for future public health emergencies.
Abstract
Objective This study aimed to develop an integrated risk and crisis communication model by incorporating public responses—particularly emotional and cognitive variables—during health emergencies such as the COVID-19 pandemic. It also aimed to segment the public based on health social capital and examine whether communication pathways differed across these segments. Methods An online survey of 800 participants was conducted using quota sampling. Structural equation modeling (SEM) was employed to verify hypotheses related to risk perception, emotional response, information gap, and their influence on communication behaviors, perceived message effectiveness, and organizational-public dialogic communication (OPDC). Additionally, cluster analysis was used to segment the public based on dimensions of health social capital. Results Findings indicated that heightened COVID-19 risk perception significantly increased negative emotions such as fear and worry, which in turn promoted active communication behaviors and influenced perceptions of organizational message effectiveness. A larger information gap was associated with lower evaluations of crisis communication by authorities, specifically the Korea Disease Control and Prevention Agency (KDCA). These communication evaluations strongly influenced the KDCA’s organizational reputation, ultimately influencing public support for COVID-19-related policies. Cluster analysis identified three distinct public types based on health social capital—skeptical health-concerned public, active health-protective public, and pessimistic health-deficient public—each displaying unique communication pathways within the proposed model. Conclusions This study highlights the necessity of tailored communication strategies that cognitive and emotional profiles of segmented publics. It presents a practical framework for mitigating public anxiety and enhancing organizational reputation during crises. The proposed model contributes both theoretically and practically to advancing strategic health risk communication. Results of this study provide implications for future public health emergencies.