Understanding Knowledgeable Workers' Behavior Toward COVID-19 Information Sharing Through WhatsApp in Pakistan

Area of Science:

• Social Sciences
• Communication Studies
• Information Science

Background:

• Mobile social media is a primary information dissemination channel.
• Understanding user motivations for information sharing, especially during crises like COVID-19, is crucial.

Purpose of the Study:

• To examine motivations behind information-sharing behaviors on social media.
• To investigate factors influencing COVID-19 information sharing on WhatsApp.

Main Methods:

• Data collected from 388 knowledge workers via Google Forms.
• Structural equation modeling used to test hypotheses.
• Theories applied: Uses and Gratifications, Prosocial Behavior, Planned Behavior.

Main Results:

• Individuals exhibit serious engagement with crisis information.
• Sharing COVID-19 information on WhatsApp is motivated by entertainment, status seeking, and altruism.
• Norms of reciprocation, habitual diversion, and socialization positively influence attitudes toward sharing.

Conclusions:

• User motivations for sharing health information are multifaceted.
• Social and psychological factors significantly impact information dissemination during public health crises.