Understanding the Impact Mechanism of User Behavior Pattern toward Real Estate APP Platforms in the Post-COVID Era: A Quantitative Analysis

While technology factors are the main driver of the booming real estate APP platforms with important implications for user behavior pattern during and post-pandemic contexts, there is a lack of adequate research. In response, this study explores the user behavior pattern of real estate APP platforms to promote user mental health by taking the real estate APP platforms users as the participants based on theory of technology readiness and acceptance model. Data collected from offline surveys are analyzed using PLS-SEM. The results reveal the technology readiness index positively affects individuals' perceived usefulness and satisfaction, ultimately positively affects individuals' continuance intention with real estate APP platforms;satisfaction with real estate APP platforms mediated the relationship between technology readiness index, perceived ease of use, perceived usefulness, and individuals' continuance intention with real estate APP platforms. However, the group comparison finds no significant difference in user behavior patterns by gender. The contribution of this study is to reveal the influence mechanisms of digital technology on users' behavioral patterns toward real estate APP platforms, which can help guide the sustainable development of real estate APP platforms and promote user mental health and wellbeing in the post-COVID era.

WHAT DO USERS OF RHEUMATOID ARTHRITIS ONLINE FORUMS TALK ABOUT? APPLYING A DEEP LEARNING APPROACH TO UNCOVER COMMON THEMES

BackgroundSocial media platforms have become a vital resource for individuals seeking information and support regarding health issues, including rheumatoid arthritis (RA). As such, the content generated on these platforms represents a valuable source of data for gaining insight into patients' perspectives on RA. However, previous research in this area has primarily relied on qualitative analyses of small sample sizes, limiting the ability to extract meaningful insights from social media content related to RA. With the advancement of machine learning techniques, it is now possible to analyze and extract insights from large volumes of social media posts related to RA.ObjectivesThe purpose of this study was to identify the most common topics discussed in a large dataset of submissions about RA on Reddit, one of the world's largest online forums.MethodsThe data for this study was collected from the two largest Reddit forums ("subreddits”) dedicated to RA, r/rheumatoid arthritis and r/rheumatoid, which have 18.9k and 7.6k members respectively. We retrieved all submissions but excluded responses in our analyses. All deleted or duplicate submissions and those with fewer than 10 words were removed, retaining 11,094 submissions from over 5,000 users for the analysis. To identify common themes, we applied topic modeling, a technique in natural language processing that identifies underlying themes or topics in a collection of documents. We used the Bertopic Python package (Grootendorst, 2022), which employs deep learning techniques to perform the topic modeling.ResultsThe data indicates a significant increase in submissions to the two subreddits, rising from 113 in 2014 to 2892 in 2021 and 1928 in the first 8 months of 2022. Upon analysis, 65 topics were identified, with 4162 submissions (37.5%) remaining unclassified. A topic specifically dedicated to requests to participate in surveys was removed as it did not pertain to the experiences of forum users. Among the remaining topics, the top 10 accounted for 44.90% of all submissions. To better understand each topic, a sample of 10 submissions with the highest probability for that topic were examined (Table 1).Table 1.Top 10 most frequent topicsTopicn of submissionsShare of total*Side effects of methotrexate5268.02%COVID & vaccines4627.04%Mental health4386.68%RF and anti CCP test results3315.04%RA of friends, partners, and close relatives2623.99%Complaints about rheumatologist2123.23%Questions about Humira1882.87%Questions about prednisone1822.77%Diets and RA1752.67%Early symptoms of possible RA1702.59%Exercise and RA1682.56%* After excluding unclassified topicsThree of the ten topics pertained to specific medications - methotrexate, Humira, and prednisone, accounting for 12.71% of the total. The most prevalent topic, at 8.02%, focused on the side effects of methotrexate, with many submissions inquiring about symptoms such as nausea. The second most common topic, at 7.04%, primarily revolved around COVID-19 and related issues, with some pre-COVID vaccine discussions also included. In 2021, COVID-related discussions were the most prevalent topic. The third most frequent topic (6.68% of total), dealt with mental health and the emotional struggles faced by those living with RA.ConclusionThe surge in submissions on Reddit demonstrates its growing popularity as an online forum for discussing topics related to RA. Utilizing deep learning-based topic modeling has proven to be an effective method for extracting meaningful topics from the questions and experiences shared by users. The vast amount of data generated by Reddit, in combination with advanced machine learning techniques, enables both an overview of the various topics discussed and a detailed examination of specific topics. This makes the use of social media data a valuable source of insight into the concerns of RA platform users.Reference[1]Grootendorst, M. (2022). BERTopic: Neural topic modeling with a class-based TF-IDF procedure. arXiv preprint arXiv:2203.05794.Acknowledgements:NIL.Disclosure of InterestsNone Decla ed.

Data mining analytics investigate WeChat users' behaviours: online social media and social commerce development

PurposeAs of December 2021, WeChat had more than 1.2 billion active users worldwide, making it the most active online social media in mainland China. The term social commerce is used to describe new online sales through a mix of social networks and/or peer-to-peer communication or marketing strategies in terms of allowing consumers to satisfy their shopping behaviour through online social media. Thus, given the numerous active users, the development of online social media and social commerce on WeChat is a critical issue of internet research.Design/methodology/approachThis empirical study takes WeChat as the online social media research object. Questionnaires for WeChat users in China were designed and distributed. All items are designed as nominal and ordinal scales (not Likert scale). The obtained data was put into a relational database (N = 2,342), and different meaningful patterns and rules were examined through data mining analytics, including clustering analysis and association rules, to explore the role of WeChat in the development of online social media and social commerce.FindingsPractical implications are presented according to the research findings of meaningful patterns and rules. In addition, alternatives to WeChat in terms of further development are also proposed according to the investigation findings of WeChat users' behaviour and preferences in China.Originality/valueThis study concludes that online social media, such as WeChat, will be able to transcend the current development pattern of most online social media and make good use of investigating users' behaviour and preferences, not only to stimulate the interaction of users in the social network, but also to create social commerce value in social sciences.

The Relationship between Social Media Exposure and Social Comparison Level: Instagram as a Model

This research designed to discover the relationship between the exposure of social media and social comparison level, taking Instagram as a model based on age, social status, educational level, job, frequency of opening Instagram daily and numbers of hours spend on the app per day as study variables to discover if there are relationships between these variables and social comparison level among Palestinian females Instagram users. This research is a descriptive study used the survey methodology that depended on pre- prepared questionnaire was developed by Sharmaa, et al. (2022). The internal consistency was checked by Cronbach's Alpha Coefficient. The values of the test were above 0.9, point out excellent (1.0–0.90) reliability for all the constructs (Sharma, et al., 2022). The sample included 140 Palestinian females who have an effective Instagram application and use it periodically. Frequencies tables and One Way ANOVA test were used by SPSS program to examine the hypothesis of the study. Six statistical hypotheses were tested. Results from data analyzing found that there is no significant statistical relationship between the exposure to Instagram and social comparison level based on age, educational level, social status, job, frequency of opening the app per day and number of hours spend on the app per day. The research found that the sample's majority expressed that Others' Instagram posts inspire and motivate them. Also,half of the sample care about the way the others interact with their posts and think that people present themselves on Instagram in a different way compared to reality and that they don't make positive or negative judgments on others based on their number of likes and followers.

Shocks and IS user behavior: a taxonomy and future research directions

PurposeJarring events, be they global crises such as COVID-19 or technological events such as the Cambridge Analytica data incident, have bullwhip effects on billions of people's daily lives. Such "shocks” vary in their characteristics. While some shocks cause, for example, widespread adoption of information systems (IS) as diverse as Netflix and Teams, others lead users to stop using IS, such as Facebook. To offer insights into the multifaceted ways shocks influence user behavior, this study aims to assess the status quo of shock-related literature in the IS discipline and develop a taxonomy that paves the path for future IS research on shocks.Design/methodology/approachThis study conducted a literature review (N = 70) to assess the status quo of shock-related research in the IS discipline. Through a qualitative study based on users who experienced shocks (N = 39), it confirmed the findings of previous literature in an illustrative IS research context. Integrating the findings of the literature review and qualitative study, this study informs a taxonomy of shocks impacting IS use.FindingsThis study identifies different ways that shocks influence user behavior. The taxonomy reveals that IS research could profit from considering environmental, private and work shocks and shedding light on positive shocks. IS research could also benefit from examining the urgency of shocks, as there are indications that this influences how and when individuals react to a specific shock.Originality/valueFindings complement previous rational explanations for user behavior by showing technology use can be influenced by shocks. This study offers a foundation for forward-looking research that connects jarring events to patterns of technology use.

When the Big Deal Gets Smaller: Use of ScienceDirect after Cancellations

This study investigates how article downloads from ScienceDirect changed after Temple University Libraries downsized its all-inclusive Elsevier big deal bundle to a selective custom package. After the libraries lost current-year access to nearly half of Elsevier's active journals, the total downloads from Elsevier journals declined by 16.2 percent over three years. Combined use of still-subscribed and open access journals fell 10.6 percent in the same three years, suggesting that the drop in total use is due not only to the loss of journals but also to factors that would affect the remaining journals, such as the COVID-19 pandemic and a slight decrease in enrollment. Patrons may have substituted articles from still-subscribed and open access journals for those that were canceled, though the data are not conclusive. Reliance on open access appears to have increased.

The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement

As brand equity (BE) is a valuable, but intangible, asset of any firm, understanding BE represents a primary task for many organizations. Factors that influence the development of BE are of inordinate academic and practical significance and a source of continuous investigation. While the current literature on social media communication (SMC) and BE provides a wealth of information, our study pioneers the most recent processes of mediation and moderation of electronic word-of-mouth and product involvement (PI) in BE research. Accordingly, the results of this work will likely become one of the key sources of information in sustainable marketing planning and in the development of strategies. To accomplish this goal, we assessed the structural relationships among SMC, electronic word of mouth (e-WOM), PI, and BE. A questionnaire survey was administered concerning consumer brands in China. In this survey, due to the need for social distancing during the COVID-19 pandemic, the questionnaire was distributed and collected via the internet. A total of 369 data sets were analyzed by partial least squares structural equation modeling (PLS-SEM). The results of our investigation reveal that: (a) social media firm- and user-generated content have a positive impact on e-WOM, (b) social media firm- and user-generated content have a positive impact on BE, (c) e-WOM has a positive impact on BE and serves as an intermediary role between SMC and BE, and (d) PI exerts specific moderating effects between SMC and BE.

Psychological antecedents of telehealth acceptance: A technology readiness perspective.

The ongoing coronavirus pandemic has been threatening the healthcare system. In this context, telehealth is a potential solution to deliver effective and safe health care to the public. To facilitate the application and acceptance of telehealth, a good understanding of psychological determinants is of great importance. Therefore, this study aims to examine the public's positive and negative mindsets towards telehealth. A theoretical model was established by employing the technology readiness model and perceived value theory. To empirically test the relationships between constructs, a total of 500 responses from residents in Singapore were collected; thereafter, structural equation modeling was performed. The results indicate that discomfort negatively impacts perceived value whereas optimism and innovativeness positively impact users' perceived value. Further, perceived value positively impacts the acceptance of telehealth via attitude. Demographic factors (i.e. internet literacy, age, education) can also influence certain aspects of technology readiness (e.g. innovativeness, optimism). Moreover, social influence is an important moderator between perceived value and the acceptance of telehealth. The empirical findings enhance the understanding of users' psychology concerning telehealth and provide policy recommendations regarding the development of telehealth to improve public health.

Detecting the research structure and topic trends of social media using static and dynamic probabilistic topic models

PurposeA huge volume of published research articles is available on social media which evolves because of the rapid scientific advances and this paper aims to investigate the research structure of social media.Design/methodology/approachThis study employs an integrated topic modeling and text mining-based approach on 30381 Scopus index titles, abstracts, and keywords published between 2006 and 2021. It combines analytical analysis of top-cited reviews with topic modeling as means of semantic validation. The output sequences of the dynamic model are further analyzed using the statistical techniques that facilitate the extraction of topic clusters, communities, and potential inter-topic research directions.FindingsThis paper brings into vision the research structure of social media in terms of topics, temporal topic evolutions, topic trends, emerging, fading, and consistent topics of this domain. It also traces various shifts in topic themes. The hot research topics are the application of the machine or deep learning towards social media in general, alcohol consumption in different regions and its impact, Social engagement and media platforms. Moreover, the consistent topics in both models include food management in disaster, health study of diverse age groups, and emerging topics include drug violence, analysis of social media news for misinformation, and problems of Internet addiction.Originality/valueThis study extends the existing topic modeling-based studies that analyze the social media literature from a specific disciplinary viewpoint. It focuses on semantic validations of topic-modeling output and correlations among the topics and also provides a two-stage cluster analysis of the topics.

Smile to pay: predicting continuous usage intention toward contactless payment services in the post-COVID-19 era

PurposeFinancial technology (FinTech) is undergoing a transformation as a result of robotics and artificial intelligence. FinTech service providers are embracing contactless technology, including the development and widespread adoption of innovative payment service. Among the many types of contactless payment services, facial recognition payment (FRP) has gained in popularity. To capitalize on this rising popularity, comprehending the mechanisms underlying continuous usage intention toward FRP is essential. Drawing from the stimulus–organism–response (S-O-R) model, this study investigates how FRP attributes facilitate continuous usage intention.Design/methodology/approachIn total, 321 Chinese FRP users completed an online survey. Partial least squares structural equation modeling analyzed the results of the survey.FindingsThe results reveal that relative advantage and compatibility, user-interface attractiveness and perceived security (stimuli) promote performance expectancy, effort expectancy and positive emotion (organism), which in turn foster FRP continuous usage intention (response).Originality/valueThis research presents an S-O-R model that incorporates several attributes from DOI theory, the UTAUT model and the AIDUA framework to elucidate the antecedents of consumers' continuous usage intention toward FRP. The findings corroborate the significance of the S-O-R mechanism in FRP, setting the groundwork for the acceptance and development of biometric authentication technologies in service contacts and banks. In addition, the study highlights opportunities and essential aspects for FinTech service developers and providers to consider in terms of their practical significance.

Challenges of digital advertising from the study of the influencers' phenomenon in social networks

PurposeThe aim of this paper is to study the challenges of digital advertising from the characterization of the influencer phenomenon based on the perceptions of two different and non-consecutive generations, explored from the perspective of parasocial relationshipsDesign/methodology/approachUsing a quantitative methodology design and a descriptive approach, a study is presented on a sample of 449 individuals belonging to two generational niches, generation Z (N = 227) and generation X (N = 222). For the study, characterization parameters have been defined based on existing literature, defining five-dimension conceptualization: strength, fairness, engagement, trustworthiness and social role.FindingsThe results point to a different perception of the phenomenon in some aspects that allow an intergenerational portrait of the figure of the influencer to be made. The findings of the study are innovative because they were not previously available and transcend academia to serve the companies that proliferate in the representation and management of influencers, as the characterization of this figure is important for the identification of key aspects in the adjustment of products and messages offered to a certain public of a specific population niche, both for advertising companies and for media and institutions.Originality/valueThe study reveals interesting challenges for digital advertising from the audience's perceptions about influencers, highlighting the relevance of influencers which clearly contributes to a better understanding of more efficient strategies on digital advertising.

Coping strategies initiated by COVID-19-related stress, individuals' motives for social media use, and perceived stress reduction

PurposeThis study examined whether individuals' coping strategies and their motivations for social media use act as mediators between actual COVID-19-related stress and the perception that social media use can reduce stress.Design/methodology/approachThis study empirically develops and tests a research model with data (N = 503) collected through Amazon Mechanical Turk. A path analysis was used to test the research model.FindingsThe path analysis indicated that active coping initiated by individuals under COVID-19-related stress was more likely to be associated with information and social interaction needs, leading the individuals to perceive the use of social media as the cause for stress reduction. The expressive support coping strategy motivated the individuals under stress to seek social interaction, leading individuals to perceive that activities on social media reduced their stress during the pandemic. Emotional venting and avoidance coping strategies significantly impacted escape, social interaction, and entertainment seeking by allowing individuals to get absorbed in social media activities and forget unpleasant thoughts associated with the pandemic.Originality/valueNo previous study has explored the relationship between decisions around the type of coping strategy used and motivations for media usage, which leads to stress reduction. Understanding how stress-induced coping strategies influence social media users' specific motivations and reduce users' stress levels would help communicators understand how users' can encourage individuals to cope with stress by presenting individuals with more effective social media, resulting in stress reduction and improved well-being.

Virtual community users' travel information-seeking continuance intention: an empirical study based on the cognitive load theory and flow theory

PurposeVirtual communities are useful sources of travel information for tourists. To better promote the sustainable development of virtual communities and provide theoretical guidance, this study aims to explore how the cognitive load generated by tourists in the information-seeking process facilitates the formation of their continuance intention.Design/methodology/approachBuilt on the cognitive load theory and flow theory, this study investigates the formation mechanism of virtual community users' continuance intention to seek travel information. A total of 328 valid questionnaires were collected and used for hypothesis testing.FindingsThe results show that perceived usefulness, perceived information consistency and prior experience positively affect continuance intention. Concentration and time distortion have significant effects on continuance intention. Moreover, concentration and time distortion mediate between prior experience and continuance intention.Originality/valueThis study clarifies the formation mechanism of virtual community users' continuance intention of travel information seeking from a new perspective. The conclusions enrich the research on consumer behavior in the information search field and provide a reference for virtual communities.

Does gender really matter? Exploring determinants behind consumers' intention to use contactless fitness services during the COVID-19 pandemic: a focus on health and fitness apps

PurposeThis research created a theoretical framework based on theory of consumption values (TCV) and theory of perceived risk (TPR) to investigate the determinant factors behind consumers' intention to use health and fitness apps during the COVID-19-related lockdown. In addition, based on selectivity hypothesis theory (SHT), this study also explored how gender differences moderate the relationships between the determinants and consumers' behavioral intention.Design/methodology/approachA total of 613 respondents completed a self-reported online questionnaire. Structural equation modeling was conducted to test the role of potential determinants in influencing consumers' behavioral intention. Hierarchical multiple regression was performed to examine the moderating effect of gender.FindingsThe findings of this research revealed that physical appearance, general health, enjoyment, affiliation and condition have positive influences on consumers' behavioral intention, while privacy risk and security risk exert negative impact on consumers' behavioral intention. More importantly, the moderating results indicated that only affiliation, privacy risk and security risk have stronger influences on female, while other predictors showed the same effects on both genders.Practical implicationsFitness providers should embrace health and fitness apps as a new contactless tool to offer services during and after the COVID-19-related lockdown. Fitness providers and app developers need to focus more on the utility and quality of their health and fitness apps. In addition, they should add more gamification elements to health and fitness apps because these elements could increase consumers' hedonic experience especially during the lockdown. Third, the security systems in health and fitness apps should be continuously updated to decline privacy risk during and after the COVID-19-related lockdown. Lastly, when female consumers are targeted during the lockdown, fitness providers should make more efforts to imbue health and fitness apps with more social features and improve the level of security.Originality/valueAlthough the importance of contactless technologies has been highlighted ever since the beginning of the COVID-19 pandemic, there has been very little research on the usage of health and fitness apps during the lockdown based on TCV and TPR. Meanwhile, the moderating role of gender differences in this context remains underexplored. This research is one of the early attempts to fill in these gaps. The findings of this study will enhance the theoretical framework regarding the acceptance and use of health and fitness apps;it also challenges the generalizability of SHT in the context of the COVID-19-related lockdown. Moreover, several important implications for the health and fitness industry during and after the COVID-19 pandemic were suggested.

The role of privacy and emotion in ARBS continuing use intention

PurposeToday, contactless businesses are becoming part of the "new normal” in daily life. Augmented reality-based services (ARBS) thus provide a mechanism for contactless commerce, offering customers access to sensory experiences, especially during the COVID-19 pandemic. However, privacy can be a key concern when consumers decide whether to continue using ARBS. Thus, drawing on the Appraisal Tendency Framework (ATF), the study aims to examine how augmentation quality (Aug-Q), discrete emotions (joy and frustration) and privacy perceptions influence users' ARBS continuing use intention.Design/methodology/approachA survey methodology with a well-designed online questionnaire was used for data collection. The data were analyzed using a structural equation model with Amos v. 22.0 software.FindingsThis study demonstrated that Aug-Q had a significant positive impact on joy and a significant negative impact on frustration. Additionally, joy was positively associated with the perception of privacy benefits and ARBS continuing use intention, while frustration was negatively associated with the perception of privacy benefits and ARBS continuing use intention. The results also indicate that (perceived privacy risks) PPR–benefits predict the likelihood of ARBS continuing use intention.Originality/valueThis study enhances understanding of users' ARBS continuing use intention from an integrative perspective based on the ATF, thus identifying the Aug-Q-induced emotions that subsequently influence privacy trade-offs and predict users' ARBS continuing use intention. The results provide evidence that privacy and emotions can be key determinants when consumers decide whether to continue using ARBS. The findings of this research may be beneficial for commercial companies in preventing the loss of ARBS users.

The U.S.-Threat Discourse, Hawkish and Maneuvered Public, and China's Foreign Policy

It has been argued that Chinese public opinion is often instrumentalized by the government to accomplish maneuverability and flexibility in Chinese foreign policy. Meanwhile, the dynamic social media environment continues to develop in novel and sometimes unanticipated ways that have various consequences for Chinese foreign policy. Can the authoritarian Chinese government dynamically shape public opinion using social media as the main communication channel to produce and collect responses to international affairs? What effect does a highly unified public opinion have on China's foreign policy? The dynamics of posts on Weibo throughout 2020 and the frequency of comments pertaining to specific issues are examined in this study through content and sentiment analysis. The results demonstrate an alignment and suggest a correlation between Chinese public opinion and the attitudes of the party-state on China's foreign policy. The results indicate that Chinese public opinion exhibited an increasing sense of the superiority of China's achievements, an endogenous preference for more hawkish attitudes toward the U.S., and a drive for a "wolf warrior" diplomacy. This is both a consequence of governmental manipulation and education over the long term and a catalyst for a more hawkish foreign policy in the future. In the long run, the highly unified public opinion that has been intentionally created by the party-state may eventually require additional effort to justify foreign policy positions that the public considers insufficiently assertive.

THE EFFECT OF COGNITIVE AND AFFECTIVE INVOLVEMENT ON INTENTION TO USE AND WORD OF MOUTH: THE CASE OF ZOOM USERS IN INDONESIA

Introduction/Main Objectives: This study investigates affective and cognitive involvement that reflects psychological ownership and consumer-brand identification in the use of zoom application. Background Problems: The Zoom application was proposed because of its increasing popularity amid the Covid-19 pandemic. The selection of the zoom meeting application is the right way to find out how much the users want to continue this application both for themselves and to promote it to others by word of mouth (WOM). Novelty: This study examines the effect of cognitive and affective involvement on continuance intention to use and WOM by examining the mediating role of consumers' psychological ownership and consumer-brand identification. Research Methods: 200 responses were analyzed using structural equation modeling (SEM) to test this study's hypotheses. Finding/Results: The findings support the mediating role of the extent of consumer's psychological ownership in describing the effect of affective involvement and continuance intention to use of a brand. In addition, the results support the mediating role of the extent of consumer-brand identification in describing the relationship between affective involvement and continuance intention to use a brand and engage in WOM promotion. Conclusion: These findings expand and unite existing theory on involvement and a continuing intention to use and engage in WOM.

Perspectives of non-expert users on cyber security and privacy: An analysis of online discussions on twitter

Many researchers have studied non-expert users' perspectives of cyber security and privacy aspects of computing devices at home, but their studies are mostly small-scale empirical studies based on online surveys and interviews and limited to one or a few specific types of devices, such as smart speakers. This paper reports our work on an online social media analysis of a large-scale Twitter dataset, covering cyber security and privacy aspects of many different types of computing devices discussed by non-expert users in the real world. We developed two new machine learning based classifiers to automatically create the Twitter dataset with 435,207 tweets posted by 337,604 non-expert users in January and February of 2019, 2020 and 2021. We analyzed the dataset using both quantitative (topic modeling and sentiment analysis) and qualitative analysis methods, leading to various previously unknown findings. For instance, we observed a sharp (more than doubled) increase of non-expert users' tweets on cyber security and privacy during the pandemic in 2021, compare to in the pre-COVID years (2019 and 2020). Our analysis revealed a diverse range of topics discussed by non-expert users, including VPNs, Wi-Fi, smartphones, laptops, smart home devices, financial security, help-seeking, and roles of different stakeholders. Overall negative sentiment was observed across almost all topics in all the three years. Our results indicate the multi-faceted nature of non-expert users' perspectives on cyber security and privacy and call for more holistic, comprehensive and nuanced research on their perspectives. © 2022

Skeptical Communities: The Participatory Dynamics of Political Fandom

Depuis le début de la pandemie de COVID-19, nous avons observé la maniere dont les microcélébrités politiques de la sphere informationnelle québécoise font circuler et répondent â la désinformation afin de creer et de maintenir une communauté. Les possibilités offertes par les plateformes encourageant le développement et le maintien de relations multidirectionnelles qui compliquent les modeles uni directi önnel s ďinfluence ou de manipulation. Nous abordons ces processus épistémologiques a travers le prisme de la propagande participative (Wanless & Berk, 2017, 2019) et du fandom politique (Reinhard et al., 2021). En analysant le contenu et des commentaires de videos affichées sur YouTube par des influenceurs québécois contre le masque, la vaccination et les mesures sanitaires, nous étudions une construction identitaire en opposition aux sources officielles : les membres de la communauté sont des éveillés (éveillés â la vérité), par opposition aux endormis (ceux qui sont endormis ou manipules). Grâce â des analyses qualitatives, cette étude met en lumiére la maniere dont le travail des micro-influenceurs cree des opportunités pour la formation ďune identite communautaire basée sur un affect negatif et une posture épistémologique de scepticisme.