Drivers of public engagement in social media discourse on self-driving vehicles: psychological and emotional determinants

Research on self-driving vehicles (SDVs) has largely overlooked the influence of framing strategies on public interests and public engagement on social media discourse regarding SDVs. We address this gap by analysing 102,174 Twitter posts to examine how emotional sentiment and psychological distance shape engagement across private, public, and commercial SDV contexts. Grounded in Construal Level Theory and Appraisal Theory of Emotion, we identify thematic and emotional drivers of interaction. By leveraging large-scale social media analysis, this study advances understanding of the cognitive and emotional mechanisms underlying SDV discourse, offering insights for more effective public communication and consumer engagement strategies. Our analyses show that psychologically proximal topics (e.g., safety or pricing) elicit stronger engagement in private vehicle discourse due to personal relevance. Further, high-arousal negative emotions (fear, anger) spark immediate, intense responses, while low-arousal positive emotions (happiness) encourage sustained, reflective engagement.