Effects of social media empowerment on COVID-19 preventive behaviors in China
基于赋权理论，通过739名中国社交媒体用户的调查数据，研究发现社交媒体通过知识寻求、分享、社交和娱乐增强集体效能感和社会凝聚力，从而促进个人预防行为，但社会凝聚力会削弱集体效能感对预防行为的正向作用。
Purpose During the coronavirus disease 2019 (COVID-19) pandemic, ubiquitous social media has become a primary channel for information dissemination, social interactions and recreational activities. However, it remains unclear how social media usage influences nonpharmaceutical preventive behavior of individuals in response to the pandemic. This paper aims to explore the impacts of social media on COVID-19 preventive behaviors based on the theoretical lens of empowerment. Design/methodology/approach In this paper, survey data has been collected from 739 social media users in China to conduct structural equation modeling (SEM) analysis. Findings The results indicate that social media empowers individuals in terms of knowledge seeking, knowledge sharing, socializing and entertainment to promote preventive behaviors at the individual level by increasing each person's perception of collective efficacy and social cohesion. Meanwhile, social cohesion negatively impacts the relationship between collective efficacy and individual preventive behavior. Originality/value This study provides insights regarding the role of social media in crisis response and examines the role of collective beliefs in the influencing mechanism of social media. The results presented herein can be used to guide government agencies seeking to control the COVID-19 pandemic.