Role of Digital Media in Spreading Covid-19 Awareness- Structural Equation Modelling based Study

Abstract

Due to the rise of media technology and the abundance of Social Media platforms, healthcare awareness and information gathering are simple, easy, and efficient. This study also aims to investigate the role of Social Media to obtain Coivd-19 information and updates. The researcher used the cross-sectional study design and selected a sample of n= 265 respondents from Islamabad, Pakistan. Further, to validate the phenomenon, the researcher developed and tested the self-structured model using Structural Equation Modelling. The SEM analysis involved Internal consistency assessments, Coefficients of Determination R2, and Path Analysis. Findings indicated a strong significant relationship between Social Media, Ease of Access (p≥ .000), Ease of Use (p≥ .011), Internet Availability (p≥ .013), and Information Acceptance (p≥ .042). Thus the results revealed a significant role of Social Media to spread Covid-19 awareness reinforcing positive healthcare attitudes among the public. Therefore, the researcher suggests more studies on the proposed research model, to scrutinize the role of the Social Media infodemic during the Coronavirus outbreak.