Do social media matter? The effects of information seeking on COVID-19 psychological and behavioral processes

With the evolution of media technologies, social media have developed as a means to purposive and incidental use and subsequent benefits and detriments. This study investigates how individuals’ use of information via social media helps them achieve psychological and behavioral advances in the context of the COVID-19 pandemic. This study’s novelty lies in its positioning of social media information seeking (SMIS) as a precursor to the staged behavioral processes of the Theory of Planned Behavior. This novel extension entails the testing of a conceptual model of the influence of SMIS on three psychological factors (i.e., attitudes, subjective norms, perceived behavioral control), which, in turn, predict behavioral intention. It implements cross-sectional data from a survey of adults in New York City in 2020 (N = 1,021). The structural equation models were well-fitting and generally validated by the data, including the posited two steps from SMIS to psychological factors to behavioral intention. Structural equation modeling underscores the role of SMIS as a core driver of wearing a facemask, with positive effects on attitudes and perceived behavioral control and subsequent mediated positive effects on behavioral intention. In terms of sheltering in place, there was evidence of positive effects of SMIS on perceived behavioral control and, in turn, from the three psychological factors to behavioral intention, but the mediation role of the psychological factors was weaker in this model. Theoretical and practical implications are discussed.