Multi-level emotion propagation in natural disaster events: diverse leadership of super-spreaders in different levels of hierarchy

Purpose In social media, crisis information susceptible of generating different emotions could be spread at exponential pace via multilevel super-spreaders. This study aims to interpret the multi-level emotion propagation in natural disaster events by analyzing information diffusion capacity and emotional guiding ability of super-spreaders in different levels of hierarchy. Design/methodology/approach We collected 47,042 original microblogs and 120,697 forwarding data on Weibo about the “7.20 Henan Rainstorm” event for empirical analysis. Emotion analysis and emotion network analysis were used to screen emotional information and identify super-spreaders. The number of followers is considered as the basis for classifying super-spreaders into five levels. Findings Official media and ordinary users can become the super-spreaders with different advantages, creating a new emotion propagation environment. The number of followers becomes a valid basis for classifying the hierarchy levels of super-spreaders. The higher the level of users, the easier they are to become super-spreaders. And there is a strong correlation between the hierarchy level of super-spreaders and their role in emotion propagation. Originality/value This study has important significance for understanding the mode of social emotion propagation and making decisions in maintaining social harmony. Peer review The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-03-2024-0192 .