#COVID-19: Forms and drivers of social media users’ engagement behavior toward a global crisis

Jaylan Azer, Lorena Blasco-Arcas, Paul Harrigan

Research output: Contribution to journalArticlepeer-review

39 Citations (Scopus)


Social media constitutes a pervasive communication media that has had a prominent role during global crises. While crisis communication research suggests that individuals use social media differently during a crisis, little is known about what forms of engagement behavior may emerge and what drivers may lead to different forms of social media users’ engagement behavior toward a global crisis. This study uses netnography and in-depth interviews to explore social media users’ behavioral manifestations toward the COVID-19 crisis; thereby, we identify nine forms and six drivers and develop a framework of relationships between these forms and drivers. Those findings provide a better understanding of social media engagement toward the crisis from individual users’ perspectives, which helps commercial and non-commercial marketers to determine the users’ sentiments and reactions reflected in their engagement behaviors, hence, communicate more effectively and in a more engaging way during and beyond a global crisis.

Original languageEnglish
Pages (from-to)99-111
Number of pages13
JournalJournal of Business Research
Publication statusPublished - Oct 2021

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