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

Azer, J. , Blasco-Arcas, L. and Harrigan, P. (2021) #COVID-19: forms and drivers of social media users’ engagement behavior toward a global crisis. Journal of Business Research, 135, pp. 99-111. (doi: 10.1016/j.jbusres.2021.06.030)

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Abstract

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.

Item Type:Articles
Keywords:COVID-19, crisis communication, engagement, Facebook, social media, Twitter.
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Azer, Dr Jaylan
Authors: Azer, J., Blasco-Arcas, L., and Harrigan, P.
Subjects:H Social Sciences > H Social Sciences (General)
College/School:College of Social Sciences > Adam Smith Business School > Management
Research Group:Marketing
Journal Name:Journal of Business Research
Publisher:Elsevier
ISSN:0148-2963
ISSN (Online):1873-7978
Published Online:20 June 2021
Copyright Holders:Copyright © 2021 Elsevier Inc.
First Published:First published in Journal of Business Research 135: 99-111
Publisher Policy:Reproduced in accordance with the publisher copyright policy

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