Analysis of Facebook Users’ Dialogue on PM 2.5 Air Pollution via Social Listening Tools
Keywords:
Social listening, Fine particulate matter (PM2.5), FacebookAbstract
This study aimed to 1) examine the volume of mentions and user engagement related to PM2.5 on Facebook and 2) explore the main discussion topics concerning PM2.5 among social media users on Facebook during a four‑month period (December 2024–March 2025). The research employed a qualitative design, combining frequency counts of PM2.5‑related mentions and engagement on Facebook with content analysis of posts and comments by Facebook users. Data were collected using the social listening tool Zocial Eye. Qualitative data were analyzed using thematic analysis to identify the key themes in Facebook conversations about PM2.5.
The findings revealed that 1) social media users mentioned PM2.5 on Facebook 73,569 times, generating a total of 8,720,594 engagements. The highest volume of PM2.5‑related discussion occurred in late January 2025, specifically in the third week of the month, with 20,562 mentions and 3,842,620 engagements. 2) Thematic analysis indicated six major themes in Facebook discussions on PM2.5: (1) health impacts, (2) government policies and measures, (3) updating/ reporting of PM2.5 levels and air quality indicator, (4) criticism of the government and its policies regarding PM2.5, (5) self‑protective procedures, and (6) activities or sources of PM2.5 emissions. Posts with high engagement further revealed several outstanding subthemes, including concrete severe impacts on children and pets, perceived severity of health effects, controversial government measures affecting daily life, and the use of humor and jokes as a coping strategy in response to PM2.5 crisis.
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