Clearing the air: evaluating institutions’ social media health messaging on wildfire and smoke risks in the US Pacific Northwest

Table 1 Keyword search strategies for Protection Motivation Theory and risk language scoring by dimension/sub-dimension

Variables for keyword search		Keywords
Protection Motivation Theory dimensions	Sub-dimensions (if present)
Severity	Consequences	Asthma; breath; cardiovascular; chest pain; condition; cough; damag; disease; effect; eye; headache; health problem; heart; illness; lung; respirat; throat; wheez
	Threat	Air quality; AQI; degraded; hazard; partic; PM; pollut; risk; threat
	Magnitude	Danger; extreme; harm; serious; severe; unhealthy
Likelihood	Probability	Can^ǂ; chance; could; expect; forecast; frequent; likel; may; might; possib; potential; predict; probab*; uncertain; will
	Vulnerability	Asthma; cardiovascular; child; elderly; kid; old; pregnant; respiratory; sensitive; worker
Mitigation	NA	HEPA; indoor; inside; mask; MERV; monitor; outdoor; outside; purifier; respirator; sensors; shelter; space; window
Self-efficacy	NA	Can^ǂ; protect; safe
Risk information dimensions
Verbal cues	NA	Big; decline; decrease; elevated; fewer; heavy; high; increase; large; less; low; many; more; most; reduce; rise; rising; small; tiny
Numeric information	NA	[number]; %; percent*
Air Quality Index Risk Labels	NA	Good; hazardous; moderate; unhealthy^†

Note: *Wildcard search queries were carried out on certain words to capture groups of similar words with different endings
^ǂTwo possible uses of the word ‘can’ existed in this search and were treated as different keywords, first ‘can’ as a verb for possibility (i.e., can be smoky), and second ‘can’ as a verb for ability (i.e., you can take this action to protect yourself)
^†The word ‘unhealthy’ appears in three of the six Air Quality Index risk labels: Unhealthy for sensitive groups, Unhealthy, Very unhealthy

ISSN: 1471-2458