The Effect of Social Media on Preventive Behavioural Intention During the COVID-19 Pandemic: Mediating Roles of Interpersonal Communication, Social Media Expression and Knowledge
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引用次数: 0
Abstract
Given the vast amount of possibly relevant information that circulates on social media during epidemics, it is imperative to examine how exposure to such information influences preventive practices. Using a communication mediation framework, this research investigates the underlying mechanisms of how exposure to COVID-19 information on social media affects the willingness to conduct COVID-19 preventive measures in South Korea. A structural equation modelling (SEM) analysis of survey data from 1,209 Korean adults showed that social media exposure indirectly influenced the intention to take preventive actions through interpersonal communication, social media expression and knowledge. The findings also revealed that social media exposure exerted differential effects on the intention to adopt preventive measures depending on the types of reasoning, including interpersonal communication and social media expression. The findings provide important implications for health communication.
期刊介绍:
The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.