Key Factors Influencing Public Attitudes Toward Charities' Involvement in Emergency Management: A Study Based on Online Public Opinion in China

Charities play a pivotal role in engaging the public in emergency management efforts. They serve to complement governmental restrictions by leveraging social resources to aid in emergency management. The involvement of charities in emergency management is likely to shape public attitudes, thereby influencing their effectiveness in this sphere. Therefore, understanding the factors that influence public attitudes toward charities in emergency management is crucial. This study sought to identify these key factors and offer recommendations for charities to enhance their participation in emergency management. The data for this study were collected from messages and comments on two prominent instant messaging platforms, WeChat Public and Sina Weibo. Content Analysis was employed to categorize the data, and the Apriori algorithm was utilized to uncover association rules and key factors. Based on the key factors, it is recommended that charities focus on collaborating with celebrities and enterprises, prioritize establishing and upholding a positive reputation, and enhance their expertise in emergency management practices.