Impacts of government social media on public engagement in low-carbon practices focusing on Japan

This study investigates the role of Government Social Media (GSM) in enhancing public engagement with Low-Carbon Practices (LCP) in Japan. Motivated by the need to foster sustainable development and mitigate climate change impacts, this research utilizes negative binomial regression model analyzing 1022 posts from nine Japanese government social media accounts. Our findings reveal that increased media richness negatively correlates with engagement, suggesting that content depth over visual appeal is more effective for LCP-related communication. Surprisingly, the dialogic loop reduces engagement, indicating complex public reactions to governmental initiatives. Content themes related to governmental actions and LCP information significantly enhance engagement, while emotional valence shows minimal impact. The study introduces 'social media capital' as a moderating factor, which mitigates the negative effects of dialogic loops and media richness on engagement, and influences the impact of content themes. These insights provide a foundation for future research and guide the development of effective public engagement strategies in environmental policy. The study highlights the need for nuanced GSM strategies that prioritize information quality and relevance to increase public participation in low-carbon initiatives.