USER’S INVOLVEMENT IN THE INFORMATION FLOW PARADIGM ON SOCIAL NETWORKING SITES DURING COVID-19: A STRUCTURAL EQUATION MODELLING APPROACH

ABSTRACT

This study tries to determine if social media argument quality, social media source credibility and perceived usefulness can predict information adoption by the user shared through social media platforms. Data was collected from 376 social media users through online surveys that helped gauge user behavior. The results of the study revealed that perceived usefulness is not a predictor of information adoption. The results of the study revealed that perceived usefulness is not a predictor of information adoption but there is a significant relationship between information adoption and participatory behavior especially when the information is shared through social media networks. The study would help its stakeholders understand the predictors of information adoption. It reveals the importance of credibility of the source Moreover, the central point at issue is still argument quality. Acceptance of the information would lead to the participatory behavior by the user. In this study information exchange and user-generated content have both benefited from social networking. © 2022. Journal of Content, Community and Communication. All Rights Reserved.