Social Media Application as a New Paradigm for Business Communication: The Role of COVID-19 Knowledge, Social Distancing, and Preventive Attitudes

Business firms and the public have encountered massive consequences of the COVID-19 pandemic. This pandemic has become the most significant challenge and influenced all communities. This research study focuses on exploring the relationship between COVID-19 knowledge, social distancing, individuals' attitudes toward social media use, and practices of using social media amid the COVID-19 crisis. This study examines how attitudes toward social media use mediate the linkage between COVID-19 knowledge, social distancing, and practices for social media use. This survey uses a non-probability convenience sampling approach to collect samples and recruit willing respondents with their consent for data collection. This study recorded the feedback from 348 participants who encountered the indirect/direct effects of nationwide lockdowns, restrictions on social gatherings, and COVID-19 infection. The findings validate the proposed hypotheses for their direct effects and indicate significant β-values, t-statistics, and the p-values at p <0.001. The results validate a relationship between the COVID-19 knowledge of and social distancing practices. Similarly, the results approved a positive link between social distancing and attitudes toward social media use amid COVID-19. The findings validate the relation between social distancing and attitudes toward social media use during COVID-19 challenges (β-value = 0.22 and t-statistics = 3.078). The results show the linkage between attitudes toward social media use and practices of using social media (β-value = 0.41, and t-statistics = 7.175). Individuals' attitude toward social media use during COVID-19 mediates the connection between COVID-19 knowledge and COVID-19 practices of using social media use. The results validate the first mediation at β-value = 0.21 and t-statistic = 5.327. Similarly, the findings approve that attitudes toward social media use in the pandemic have positively mediated the relation between distancing and practices for social media use amid the crisis of COVID-19 (β-value = 0.09 and t-statistic = 2.633). The findings indicate how people have been indulged in social media to pave their business communication needs. The results provide valuable insights for the global business community. This study provides a systematic and holistic research model that helps in exploring the consequences of COVID-19. The generalizability of the findings provides valuable directions for future research related to the current pandemic.