The role of social media to generate social proof as engaged society for stockpiling behaviour of customers during Covid-19 pandemic

Abstract

Purpose The use of social media and information exchange increased during Covid-19 pandemic because people are isolated and working from home. The use of social media enhances information exchange in a global society, therefore customers are uncertain and not in a better position to take decisions before the situation goes worst everywhere in the world. The current study helps to understand how social media facilitate social and global engagement and information exchange which ultimately leads to the development of the customer psychology of stockpiling. This study aims to develop a research framework which helps to understand the customer psychology of stockpiling during a global pandemic. Design/methodology/approach This study opted for a social constructionist approach because it can help to understand both individual and social subjective realities with respect to stockpiling behaviour due to the fear and risk of Covid-19 pandemic. For this purpose, the researcher collected data from 40 customers of UK retail stores who actively use social media. The data were collected during telephonic interviews and thematic analysis was used for data analysis. Findings Results highlighted that institutional communication and social public interpretation of uncertainties and risk enhanced misinformation and sensationalism through social media platforms; therefore, stockpiling behaviour increased during Covid-19 pandemic. The fear of items being out of stock, illness, misinformation, family fear and going out were some of the possible causes that led to the development of panic stockpiling behaviour. The global uncertainty proof, as well as a public social consensus for staying at home and protecting the future also increased customers’ intention to buy in bulk for their future. Although social media played an important role in transferring relevant and timely information, it also increased uncertainty and social proof which may have led to stockpiling of retail products. Research limitations/implications The results of this study are beneficial for understanding how Covid-19 creates and enhances uncertainties and risks at both global and national level which developed into customer panic stockpiling behaviour, even when there is no promotional scheme or decrease in prices. This study helps marketers understand the psychology of customer stockpiling during a global pandemic. This study also helps to understand the role of social media, which promotes social interpretations of uncertainties and risk which ultimately enhance panic stockpiling among customers. Originality/value Limited research is available which provides an understanding of how social media can play a role in socially generated uncertainties and risks, which enhance misinformation and sensationalism, as well as the development of stockpiling behaviour. This study provided a stockpiling behaviour model based on the theory of uncertainty and social proof. The results of this study are unique as there is limited literature available which connects social media, uncertainties and risk, Covid-19 pandemic and stockpiling behaviour among educated people.

Perceived Impact of Social Media on Panic Buying: An Online Cross-Sectional Survey in Iraqi Kurdistan

“…Media plays a bidirectional role in the case of PB. Hypothetically, it can increase fear by disseminating pictures of the empty shelves and rumors of a shortage of supply (4,10,11,15). Previous studies revealed that mass media and social media have a role in disseminating fear and rumors, which in turn increases erratic behavior like PB (10,12,18,19).…”

“…Thirdly, as an emerging topic with fundamental challenges to study, there is an extreme dearth of empirical studies to ascertain such associations (25). Fortunately, newer studies are coming out even though further studies are warranted (14,15,19). Fourthly, there are numerous confounding variables such as socio-demography, economic construct, previous experience, and the public health crisis itself.…”

“…Ahmad & Murad ( 13 ) claim that posts on social media platforms in Iraq have had a significant impact on the psychological aspects of society, creating panic among people, particularly during the first months of the emergence and spread of COVID-19. Other studies have found that that there is a lack of comprehension of how online media can shape fear and customer reactions, triggering PB during the COVID-19 outbreak across the world ( 14 , 15 ). However, the impact of social media on PB, particularly in influencing the consumers to buy more, has not been assessed in many countries including Iraq.…”

The COVID‐19 pandemic and the search for structure: Social media and conspiracy theories

“…Such theories are by no means new, however, the way the internet influences their spread is a quickly evolving consideration. This is all the more relevant during the COVID‐19 pandemic, as individuals are forced out of public spaces due to social distancing measures, and the internet becomes more central to how they acquire information about and respond to the pandemic (Koeze & Popper, 2020 ; Naeem, 2020 ; Samet, 2020 ).…”

The Role of Media on Knowledge, Awareness and Students' Attitude during Movement Control Order (MCO)

“…Public attention to correct and conscious online behaviour, especially during the pandemic burden, is crucial to avoid the negative consequence of social media use (Brailovskaia, Cosci, Mansueto and Margraf, 2021). Naeem (2020) emphasised that there should be communication from credible sources regarding how people can handle the health crisis. A study by Casais and Proenca (2020) found that social marketing regarding HIV/AIDS prevention advertisements on television is provided by governments rather than by nongovernment organisation.…”