As discussed above, SM allows diverse multimedia content to be published, including images, videos, or hyperlinks. The importance of media for conveying information has been highlighted [77,78]. They argue that plain text is no longer the best type of medium to articulate information, and that multimedia is the most effective way to enhance the potency of a given message. Media analyses of Facebook also conclude that the use of pictures encourages citizen interaction, with more likes and comments than text-only publications [1,59]. Similarly, a media analysis study on Twitter [79] also shows that messages with a high level of richness, such as images and photos, tend to have a greater response from citizens. Therefore, we come up with the following hypothesis: