Sharing healthy lifestyle information on social media during the COVID-19 pandemic: a moderated mediation model

ABSTRACT

The objective of this study is to investigate the interaction effect of extraversion and materialism on self-disclosure and electronic word of mouth regarding healthy lifestyle information on social media during the COVID-19 pandemic. The research was examined with a sample of 214 social media users. The indirect influence of materialism on e-WOM was analysed through a moderated mediation model with materialism as a moderator of the relationship between extraversion and self-disclosure, and self-disclosure as a mediator between extraversion and e-WOM. This study contributes to a better understanding of e-WOM behaviour during the COVID-19 crisis. This investigation extends the literature on information sharing behaviour and also provides practical implications for government and business houses to run social media campaigns effectively.

Keywords:

• Personality
• extraversion
• materialism
• e-WOM
• social media
• COVID-19 pandemic
• healthy lifestyle information

Disclosure statement

No potential conflict of interest was reported by the authors.

Supplemental data

Supplemental data for this article can be accessed online at https://doi.org/10.1080/13527266.2022.2093943

Additional information

Notes on contributors

Balamoorthy S

Balamoorthy S is a research scholar at Department of Management Studies, Indian Institute of Technology (ISM), Dhanbad.

Bibhas Chandra

Bibhas Chandra is an Associate Professor at Department of Management Studies, Indian Institute of Technology (ISM), Dhanbad. He is also an industry veteran with more than a decade of experience in FMCG sector and Cement industry. He has authored and co-authored many research articles in the journals of international repute. His research interest revolves around E-commerce, social media advertising and consumer psychology.