COVID-19: Forms and drivers of social media users’ engagement behavior toward a global crisis

• Published in: Journal of business research Vol. 135; pp. 99 - 111
• Main Authors: Azer, Jaylan, Blasco-Arcas, Lorena, Harrigan, Paul
• Format: Journal Article
• Language: English
• Published: United States Elsevier Inc 01-10-2021
• Subjects: COVID-19; Crisis communication; Engagement; Facebook; Social media; Twitter; COVID-19; Engagement; Twitter; Facebook; Social media; Crisis communication
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2021.06.030

Social media constitutes a pervasive communication media that has had a prominent role during global crises. While crisis communication research suggests that individuals use social media differently during a crisis, little is known about what forms of engagement behavior may emerge and what drivers may lead to different forms of social media users’ engagement behavior toward a global crisis. This study uses netnography and in-depth interviews to explore social media users’ behavioral manifestations toward the COVID-19 crisis; thereby, we identify nine forms and six drivers and develop a framework of relationships between these forms and drivers. Those findings provide a better understanding of social media engagement toward the crisis from individual users’ perspectives, which helps commercial and non-commercial marketers to determine the users’ sentiments and reactions reflected in their engagement behaviors, hence, communicate more effectively and in a more engaging way during and beyond a global crisis.