Objectives: During the pandemic, individuals in social isolation used social media to seek COVID-19 information and communicate with each other. The purpose of this study was to examine factors that determine how COVID-19 information on social media was processed to promote preventive behavior and information seeking related to this disease.

Methods: Based on health behavioral theories, we hypothesized that individuals searching COVID-19 information on social media were likely to engage in preventive behavior and seek further information through increased perceived risk, affective response (i.e., anxiety and fear), and personal risk communication. We considered information-seeking assessment as a moderator in the prediction of information-seeking intention. Data were collected from U.S. adults using an online survey platform. Multivariate linear regressions were conducted in a hierarchical fashion while controlling for numerous covariates.

Results: A total of 314 responses were included in our analyses. Respondents’ mean age was 48.2±18.4 years and about half (55.1%) were females. Our results showed that frequent search of COVID-19 information on social media shaped individuals’ perceived risk (regression coefficient (b) = 0.3714, 95% CI [0.2407, 0.5021]), which then provoked affective responses (b = 0.8543, 95% CI [0.7418, 0.9668]). Such emotional responses induced their communication with close others (e.g., family, friends) or a clinician about the risk, transmission, and prevention of the disease (b = 0.2906, 95% CI [0.2023, 0.3789]). This communication influenced their engagement in risk mitigation strategy such as preventive behavior (b = 0.4979, 95% CI [0.3873, 0.6084]). Notably, individuals were less likely to seek information if they were not comfortable with information seeking (b = - 0.0021, 95% CI [-0.0053, -0.0002]).

Conclusions: Considering the influence of social media on health behavior, interventions aimed at enhancing consumers’ critique of health information is critical. The study findings also suggest the importance of effective interpersonal communication about public health crisis.