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This article investigates important issues reflected on Twitter in the early stages of the public reaction to COVID-19.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A thematic analysis of the most retweeted English-language tweets mentioning COVID-19 during March 10\u201329, 2020.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The main themes identified for the 87 qualifying tweets accounting for 14\u00a0million retweets were: lockdown life; attitude towards social restrictions; politics; safety messages; people with COVID-19; support for key workers; work; and COVID-19 facts\/news.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>Twitter played many positive roles, mainly through unofficial tweets. Users shared social distancing information, helped build support for social distancing, criticised government responses, expressed support for key workers and helped each other cope with social isolation. A few popular tweets not supporting social distancing show that government messages sometimes failed.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>Public health campaigns in future may consider encouraging grass roots social web activity to support campaign goals. At a methodological level, analysing retweet counts emphasised politics and ignored practical implementation issues.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This is the first qualitative analysis of general COVID-19-related retweeting.<\/jats:p><\/jats:sec>","DOI":"10.1108\/ajim-05-2020-0134","type":"journal-article","created":{"date-parts":[[2020,10,21]],"date-time":"2020-10-21T10:29:46Z","timestamp":1603276186000},"page":"945-962","source":"Crossref","is-referenced-by-count":48,"title":["A thematic analysis of highly retweeted early COVID-19 tweets: consensus, information, dissent and lockdown life"],"prefix":"10.1108","volume":"72","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-6065-205X","authenticated-orcid":false,"given":"Mike","family":"Thelwall","sequence":"first","affiliation":[]},{"given":"Saheeda","family":"Thelwall","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2020,10,23]]},"reference":[{"issue":"8","key":"key2022092114502841400_ref001","doi-asserted-by":"crossref","first-page":"1317","DOI":"10.1177\/1461444814523726","article-title":"Redefining virality in less broad strokes: predicting viral behavioral intentions from motivations and uses of Facebook and Twitter","volume":"17","year":"2015","journal-title":"New Media and Society"},{"key":"key2022092114502841400_ref002","volume-title":"Reversal Theory: Motivation, Emotion and Personality","year":"1989"},{"key":"key2022092114502841400_ref003","unstructured":"BBC (2020), \u201cCoronavirus: fake news crackdown by UK government\u201d, available at: https:\/\/www.bbc.co.uk\/news\/technology-52086284 (accessed 5 May 2020)."},{"issue":"11","key":"key2022092114502841400_ref004","doi-asserted-by":"crossref","first-page":"1900","DOI":"10.3201\/eid1011.040729","article-title":"Public health interventions and SARS spread, 2003","volume":"10","year":"2004","journal-title":"Emerging Infectious Diseases"},{"key":"key2022092114502841400_ref005","doi-asserted-by":"crossref","unstructured":"Bischetti, L., Canal, P. and Bambini, V. 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