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This study analyzes the evolution of topics related to COVID-19 on Chinese social media platforms with the aim of identifying changes in netizens' concerns during the different stages of the pandemic.

In total, 793,947 posts were collected from Zhihu, a Chinese Question and Answer website, and Dingxiangyuan, a Chinese online healthcare community, from 31 December, 2019, to 4 August, 2021. Topics were extracted during the prodromal and outbreak stages, and in the abatement–resurgence cycle.

Netizens' concerns varied in different stages. During the prodromal and outbreak stages, netizens showed greater concern about COVID-19 news, the impact of COVID-19 and the prevention and control of COVID-19. During the first round of the abatement and resurgence stage, netizens remained concerned about COVID-19 news and the prevention and control of the pandemic, however, less attention was paid to the impact of COVID-19. During later stages, popularity grew in topics concerning the impact of COVID-19, while netizens engaged more in discussions about international events and the raising of spirits to fight the global pandemic.

This study contributes to the practice by providing a way for the government and policy makers to retrospect the pandemic and thereby make a good preparation to take proper measures to communicate with citizens and address their demands in similar situations in the future.

This study contributes to the literature by applying an adapted version of Fink's (1986) crisis life cycle to create a five-stage evolution model to understand the repeated resurgence of COVID-19 in Mainland China.

This paper aims to investigate a condition under which identity salience effects are weakened. By examining how identity salience influences individuals’ product judgment in a domain of trade-offs, the current research demonstrates that the utilitarian value of a product is an important determinant of the effectiveness of identity salience on product judgment.

This research consists of two experiments. In Experiment 1, the authors examined whether identity salience effects were mitigated when the level of the perceived utilitarian value of an identity-incongruent product was greater than that of an identity-congruent product. In Experiment 2, the authors examined the effectiveness of internal attribution as a moderator that strengthens identity salience effects when the perceived utilitarian value of an identity-incongruent (vs. identity-congruent) product is higher.

In Experiment 1, the authors show that when the utilitarian value of a product with an attribute congruent (vs. incongruent) with one’s salient identity is lower, individuals do not show a greater preference for the identity-congruent (vs. identity-incongruent) product, mitigating the identity salience effects. Experiment 2 demonstrates that when individuals with a salient identity attribute a decision outcome to the self, they display a greater preference for the identity-congruent product even when its utilitarian value is lower compared to that of the identity-incongruent product.

The research contributes to previous research examining conditions under which identity salience effects are weakened [e.g. social influence by others (Bolton and Reed, 2004); self-affirmation (Cohen et al., 2007)] by exploring the role of the utilitarian value of a product, which has not been examined yet in prior research. Also, by doing so, the current research adds to the literature on identity salience in a domain of trade-offs (Benjamin et al., 2010; Shaddy et al., 2020, 2021). Finally, this research reveals that when a decision outcome is attributed to the self, identity salience effects become greater. By finding a novel determinant of identity salience effects (i.e. internal attribution), the present research contributes to the literature that has examined factors that amplify identity salience effects [e.g. cultural relevance (Chattaraman et al., 2009); social distinctiveness (Forehand et al., 2002); different types of groups (White and Dahl, 2007)].

The findings provide managerial insights on identity-based marketing by showing a condition under which identity-based marketing does not work [i.e. when the utilitarian value of an identity-congruent (vs. identity-incongruent) product is lower] and how to enhance the effectiveness of identity-based marketing by using internal attribution.

By exploring the role of utilitarian value, not yet examined in prior research, the present research adds to the knowledge of the conditions under which identity salience effects are weakened. Furthermore, by finding a novel determinant of identity salience effects (i.e. internal attribution), the research contributes to the literature on factors that amplify identity salience effects.