Link between social distancing, cognitive dissonance, and social networking site usage intensity: a country-level study during the COVID-19 outbreak
研究了印度疫情期间，个体对自愿遵守社交距离的认知评估如何影响心理感受，进而改变社交网站使用强度，发现认知评估和心理感受显著预测使用强度，且不同人群有差异。
Purpose Social distancing is an important strategy to control the spread of the COVID-19 pandemic, so it is imperative to understand the behavioral impact of social distancing on individuals. This research studied social distancing from a cognitive appraisal of voluntary social distancing compliance (CAVSD) point of view and a non-medical perspective, specifically the psychological impact (PI) of social distancing on the usage intensity of social networking sites (SNS) during the COVID-19 outbreak in India. Design/methodology/approach The study was conducted on 477 SNS users as a full sample and groups based on age, sex and work status. The model was empirically investigated using structural equation modeling. Findings CAVSD was negatively associated with PI although it was not a significant predictor, while CAVSD and PI were significant predictors of SNS usage intensity; moreover, SNS usage intensity differed between groups of people. Practical implications These findings are significant for organizations, corporations and educational institutions in both the public and private sectors. There is a need to identify subsections of individuals in need of social support and relief from isolation and loneliness. Individuals are relying on social media to handle social distancing and the pandemic, and this shows up in an increase in social networking activity. Originality/value This study contributes to the existing literature by positing social networking as a basic virtual need for socialization, and social media platform assists in that. Cognitive appraisal is an important determinant of individual response.