TY - JOUR
AU - Azer, Jaylan
AU - Blasco-Arcas, Lorena
AU - Harrigan, Paul
PY - 2021
DA - October
TI - #COVID-19: forms and drivers of social media users’ engagement behavior toward a global crisis
JO - Journal of Business Research
EP - 111
VL - 135
DO - http://dx.doi.org/10.1016/j.jbusres.2021.06.030
AB - 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.
PB - Elsevier
UR - http://eprints.gla.ac.uk/245540/
KW - Coronavirus (COVID-19)
KW - Digital health and technology
ER