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Impact of Social Media during COVID-19 Using Binary Logistic Model

In: Market Dynamics and Strategies in a Post-Crisis World Navigating a World in Flux

Author

Listed:
  • Rachna Bansal
  • Prabhat Mittal
  • Priti Verma

Abstract

The study aims to empirically measure the effectiveness of social media during the COVID-19 outbreak in India. Data are collected from 182 social media users during the COVID-19 outbreak in India. Binary logistic regression is used to determine the influence of the personal utility of social media during the pandemic, the negative role of social media specific to COVID-19, and the general negative role of social media in the overall impact of social media. The binary logistic regression is appropriate for dichotomous outcome variables. The study has considered the impact of social media as an endogenous variable, while personal utility and the negative role of social media are considered exogenous variables. The study also examined any significant differences between different genders and different categories of age on the overall impact of social media during COVID-19.

Suggested Citation

  • Rachna Bansal & Prabhat Mittal & Priti Verma, 2025. "Impact of Social Media during COVID-19 Using Binary Logistic Model," World Scientific Book Chapters, in: Vinita S Sahay & Chandan Parsad & Raveesh Krishnankutty & Aviral Kumar Tiwari (ed.), Market Dynamics and Strategies in a Post-Crisis World Navigating a World in Flux, chapter 11, pages 129-138, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811292101_0011
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    More about this item

    Keywords

    Marketing; Consumer Behaviour; Crisis Response; Post-Crisis Management; Flexibility; Agile; Leadership; Business; COVID-19;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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