Impact of Social Media, Extended Parallel Process Model (EPPM) on the Intention to Stay at Home during the COVID-19 Pandemic

Diana Tsoy, Danijela Godinic, Qingyan Tong, Bojan Obrenovic, Akmal Khudaykulov and Konstantin Kurpayanidi
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Diana Tsoy: School of Media and Communication, Shanghai JiaoTong University, Shanghai 200240, China
Danijela Godinic: Faculty of Philosophy, University of Zagreb, 10000 Zagreb, Croatia
Qingyan Tong: School of Media and Communication, Shanghai JiaoTong University, Shanghai 200240, China
Bojan Obrenovic: Zagreb School of Economics and Management, 10000 Zagreb, Croatia
Akmal Khudaykulov: School of Management, Huazhong University of Science and Technology, Wuhan 430074, China
Konstantin Kurpayanidi: Fergana Polytechnic Institute, Fergana 150100, Uzbekistan

Sustainability, 2022, vol. 14, issue 12, 1-32

Abstract: Considering how communities perceive the threat and risks of COVID-19, it is essential to examine how emotional regulation stimulated through intrinsic and extrinsic incentive mechanisms via social media can reinforce ‘Stay at home’ intentions. The conceptual framework was developed using the elements of the Extended Parallel Process Model (EPPM). A self-reported questionnaire was used to measure individuals’ intention to stay at home during the pandemic based on the perceived locus of causality as a part of self-determination theory. The empirical research was conducted on a sample of 306 USA respondents. The study results indicate that both components of the EPPM—efficacy and threat—positively affect ‘stay at home’ intentions. Moreover, a positive effect of efficacy on threats was found, as was a moderating effect of threats on the relationship between efficacy and the intention to stay at home. Meanwhile, the influence of social media exposure on threats and behavioral intentions was not significant. People are likely to stay at home as a preventive measure during COVID-19 if there is enough threats and efficacy. However, the abundance of information and opinions in social media can lead to a decreased perceived threat and might disrupt the acceptance of preventive actions.

Keywords: stay at home; Extended Parallel Process Model (EPPM) threat; EPPM efficacy; social media; protection motivation theory (PMT); cultivation theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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