Impact of Social Media during COVID-19 Using Binary Logistic Model

Rachna Bansal, Prabhat Mittal and Priti Verma

Chapter 11 in Market Dynamics and Strategies in a Post-Crisis World:Navigating a World in Flux, 2025, pp 129-138 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The study aims to empirically measure the effectiveness of social media during the COVID-19 outbreak in India. Data are collected from 182 social media users during the COVID-19 outbreak in India. Binary logistic regression is used to determine the influence of the personal utility of social media during the pandemic, the negative role of social media specific to COVID-19, and the general negative role of social media in the overall impact of social media. The binary logistic regression is appropriate for dichotomous outcome variables. The study has considered the impact of social media as an endogenous variable, while personal utility and the negative role of social media are considered exogenous variables. The study also examined any significant differences between different genders and different categories of age on the overall impact of social media during COVID-19.

Keywords: Marketing; Consumer Behaviour; Crisis Response; Post-Crisis Management; Flexibility; Agile; Leadership; Business; COVID-19 (search for similar items in EconPapers)
JEL-codes: M1 M3 M30 M31 (search for similar items in EconPapers)
Date: 2025
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