SOCIAL IMPACTS OF THE QATAR BLOCKADE ON SOCIAL MEDIA REACTIONS AND ENGAGEMENT METRICS

Abstract

The aim of this study is to investigate the effect of the Qatar Blockade on public sentiment and social media engagement. The analysis is centered on how sentiment, affects social media engagement metrics such as likes, shares, and comments. The VADER sentiment analysis tool was used to conduct a sentiment analysis on social media posts based on their emotional tone. Sentiment and engagement levels were analyzed with correlation analysis to determine the relationship between emotional appeal and interaction on platforms such as Facebook and Instagram. The results showed that posts with emotional appeal had a higher level of engagement, especially those related to national identity and geopolitical issues. It also distinguished between engagement driven by geopolitical crises and event driven engagement, showing that crises like the Qatar Blockade cause sustained, long lasting engagement, while events like the FIFA World Cup lead to short term, high intensity peaks of engagement. The results emphasize the importance of emotional appeal and sociopolitical context in influencing public opinion on social media and the significance of digital diplomacy in crisis communication. The study also highlights potential biases in engagement metrics, advising caution in interpreting engagement metrics, especially in the case of automated or manipulated engagement. This research serves as a basis for future research into how digital platforms shape public sentiment in the context of geopolitical crises, and more broadly into future social media and digital diplomacy research. Keywords: Social Media Engagement; Qatar Blockade; Digital Diplomacy; Public Sentiment; Virality Analysis

Date of Award	2025
Original language	American English
Awarding Institution	HBKU College of Humanities and Social Science