Examining Social Media Exposure and COVID-19 Preventive Behaviors when China ended “ZERO-COVID” Policy: The Role of COVID-19 Fear, Perceived Risk, and Mindfulness in a Moderated Mediation Model (Preprint)

Abstract

At the end of 2022, the “ZERO-COVID” policy was abruptly terminated in China, resulting in a surge of infections and uncertainty. China's transition from stringent prevention measures to a comprehensive reduction in efforts provides a unique context to study the impact of social media exposure on COVID-19 preventive behaviors against the backdrop of sudden surge in infections and death rates.

This study aims to examine the interplay of social media exposure, psychological factors, and mindfulness in influencing COVID-19 preventive behaviors, specifically after the ZERO-COVID" policy.

Participants (N=1167) were recruited through databnu.com, a national online panel. Data were collected using Qualtrics survey software from December 21, 2022, to January 3, 2023. To test mediation and moderation effects, the bootstrapping method with SPSS macro PROCESS was employed. Specifically, PROCESS Model 4 and Model 14 were used to analyze the proposed models.

The analysis demonstrates that both risk perception and COVID-19 fear mediate the relationship between social media exposure and COVID-19 preventive behaviors. It is found that social media exposure has a positive effect on risk perception (β=.35, SE=0.07, p<.001), which in turn, positively influences preventive behaviors (β=.19, SE=0.02, p <.001). Social media exposure has a positive effect on fear of COVID-19 (β=.14, SE=0.34, p <.001), which in turn, has a positive effect on preventive behaviors (β=.17, SE=0.48, p <.001). Mindfulness emerged as a significant moderator in the relationship between fear of COVID-19 and preventive behavior (β=.15, SE=0.48, p =.002).

The findings from this research contribute valuable insights into the complex interplay between social media, psychological factors, and health behaviors during a critical period of the COVID-19 pandemic. Understanding these relationships is crucial for tailoring public health interventions and communication strategies to effectively promote preventive behaviors and mitigate the impact of future public health crises. The present study also suggests that future interventions should consider incorporating mindfulness-based strategies to assist individuals in managing their fear and making informed decisions regarding preventive measures in times of rapid change and uncertainty.mindfulness, COVID-19, preventive behaviors, fear, risk perception, social media exposure