COVID-19 Misinformation on Social Media and Public’s Health Behavior: Understanding the Moderating Role of Situational Motivation and Credibility Evaluations

The spread of misinformation on social networking conduit regarding COVID-19 pandemic poses deleterious consequences on public health. The author advance the body of knowledge on tackling misinformation to generate positive health behavior responses by proposing a conceptual framework based on the theory of persuasion and behavior change. Furthermore, as a belief antecedent, conspiracy theory is also used in this study. The author, using structural equation modeling technique, explored the three hundred seventy-three participants’ belief in conspiracy theory and religious misinformation and their influence on intention and behavior. Those direct relationships were tested by the joint moderating role of situational motivation and credibility evaluations. The study revealed that the situational motivation and credibility evaluation jointly and individually (in some cases) weaken the strong positive relationship between misinformation (conspiracy theory and religious misinformation) and health belief, health belief and intention, and intention and health behavior regarding COVID-19. The findings of this study offer guideline for policymakers to generate favorable health behavior regarding COVID-19 and any other epidemic or pandemic. Directions for researchers to any further extensions are also placed.