Sharing healthy lifestyle information on social media during the COVID-19 pandemic: a moderated mediation model

The objective of this study is to investigate the interaction effect of extraversion and materialism on self-disclosure and electronic word of mouth regarding healthy lifestyle information on social media during the COVID-19 pandemic. The research was examined with a sample of 214 social media users. The indirect influence of materialism on e-WOM was analysed through a moderated mediation model with materialism as a moderator of the relationship between extraversion and self-disclosure, and self-disclosure as a mediator between extraversion and e-WOM. This study contributes to a better understanding of e-WOM behaviour during the COVID-19 crisis. This investigation extends the literature on information sharing behaviour and also provides practical implications for government and business houses to run social media campaigns effectively.