Parasocial diffusion: K-pop fandoms help drive COVID-19 public health messaging on social media

We examine an unexpected but significant source of positive public health messaging during the COVID-19 pandemic -- K-pop fandoms. Leveraging more than 7 million tweets related to mask-wearing and K-pop between March 2020 and December 2021, we analyzed the online spread of the hashtag #WearAMask and vaccine-related tweets amid anti-mask sentiments and public health misinformation. Analyses reveal the South Korean boyband BTS as one of the most significant driver of health discourse. Tweets from health agencies and prominent figures that mentioned K-pop generate 111 times more online responses compared to tweets that did not. These tweets also elicited strong responses from South America, Southeast Asia, and rural States -- areas often neglected in Twitter-based messaging by mainstream social media campaigns. Network and temporal analysis show increased use from right-leaning elites over time. Mechanistically, strong-levels of parasocial engagement and connectedness allow sustained activism in the community. Our results suggest that public health institutions may leverage pre-existing audience markets to synergistically diffuse and target under-served communities both domestically and globally, especially during health crises such as COVID-19.