Various national and global media outlets have daily reports and updates concerning the Coronavirus pandemic, reporting on the number of infected, quarantined, hospitalized and deaths, as well as new policy measures and restrictions introduced and implemented. While traditional media still plays a significant role in shaping risk perception, social media can be considered even more influential. The aim of the paper is to reflect on the impact of social media exposure during COVID-19 on perceived threat and efficacy by the implementation of PMT theory through EPPM model. We point to the interaction between the EPPM model and SDT (self-determination) theory in ‘Stay at home’ behaviour. The paper ponders on the usefulness of social media in achieving better preventive results among people. Social media platforms’ immense potential in forming peoples’ opinions and risk perceptions calls for crisis communication management on the part of governments, Security and Reconnaissance staff, and policymakers. Joining forces with leading scientists from various domains, such as epidemiology, governance, economy, and psychology, should create strong, potent and persuasive content tailored to fit the social media format and healthcare protection campaigns. The news should deliver the message clearly and reliably, following the suggestions of the EPPM model standard. In the instance of the ‘Stay at home’ campaign that promotes abiding with social distancing recommendations, experts should combine appropriate images, data and information according to fear-driving model, and provide reliable guidelines concerning protective measures citizens can take to ensure safety. Apart from freight inciting strategy, propaganda should focus on educating and emphasizing the effectiveness of complying with the norm.

Considering how communities perceive the threat and risks of COVID-19, it is essential to examine how emotional regulation stimulated through intrinsic and extrinsic incentive mechanisms via social media can reinforce ‘Stay at home’ intentions. The conceptual framework was developed using the elements of the Extended Parallel Process Model (EPPM). A self-reported questionnaire was used to measure individuals’ intention to stay at home during the pandemic based on the perceived locus of causality as a part of self-determination theory. The empirical research was conducted on a sample of 306 USA respondents. The study results indicate that both components of the EPPM—efficacy and threat—positively affect ‘stay at home’ intentions. Moreover, a positive effect of efficacy on threats was found, as was a moderating effect of threats on the relationship between efficacy and the intention to stay at home. Meanwhile, the influence of social media exposure on threats and behavioral intentions was not significant. People are likely to stay at home as a preventive measure during COVID-19 if there is enough threats and efficacy. However, the abundance of information and opinions in social media can lead to a decreased perceived threat and might disrupt the acceptance of preventive actions.

ISRA (India) = 3.117 ISI (Dubai, UAE) = 0.829 GIF (Australia) = 0.564 JIF = 1.500 SIS (USA) = 0.912 РИНЦ (Russia) = 0.156 ESJI (KZ) = 5.015 SJIF (Morocco) = 5.667 ICV (Poland) = 6.630 PIF (India) = 1.940 IBI (India) = 4.260 OAJI (USA) =

No abstract

ISRA (India) = 4.971 ISI (Dubai, UAE) = 0.829 GIF (Australia) = 0.564 JIF = 1.500 SIS (USA) = 0.912 РИНЦ (Russia) = 0.126 ESJI (KZ) = 8.997 SJIF (Morocco) = 5.667 ICV (Poland) = 6.630 PIF (India) = 1.940 IBI (India) = 4.260 OAJI (USA) =