Seeking information about Covid-19 vaccine on social media: a moderated mediated model of antecedents and behavioral outcomes

Abstract

PurposeSocial media have been playing a critical role in seeking and sharing health related information and consequently shaping individuals’ health behaviors. This study investigates how information seeking about Covid-19 vaccine on social media is related to vaccine receiving intentions. The study furthers explores the association of trust in social media and uncertainty about Covid-19 with information seeking and the moderating role of prior social media experience on this association.Design/methodology/approachWe developed a questionnaire and collected data from 525 educated social media users through “Google Forms.” Further, we applied ordinary least squares (OLS) regress to test the study hypothesis.FindingsWe noted that trust in social media and uncertainty about Covid-19 vaccine positively influenced information seeking which further positively affected vaccine receiving intentions. However, the moderating effect of prior social media experience was not only noted as weak but also found negatively affecting the associations of trust in social media and uncertainty about Covid-19 vaccine with information seeking.Research limitations/implicationsThe findings provide insights into understanding of public perceptions regarding Covid-19 vaccine in the cultural contexts of a developing country. Further, it informs about the public patterns of seeking information related to health issues on social media, an understanding which may likely benefit policymakers, health care providers and researchers to understand the antecedents and behavioral outcomes of seeking information through social media during health crisis. The study also elucidates the leveraging power of social media to motivate the public to accept the Covid-19 vaccines.Originality/valueThe study uniquely combines the antecedents and behavioral outcomes of information seeking through social media in the particular context of Covid-19. It further extends the literature by introducing the conditional role of prior social media experience.