The Adoption of Information Thread at Social Media during Covid using Modified Information Adoption Model

During the COVID-19 outbreak, internet usage increased in Indonesia, causing a huge surge in social media users. It should be emphasized that there is a great deal of material shared by anyone on social media that is not verified, which could lead to catastrophe. Several previous studies have been done to evaluate the Information Adoption Model, and additional research also has adapted and used the extended version of the model to investigate how customers receive online reviews and social Q&A. This study, on the other hand, takes a different approach by incorporating Pearson and Bailey’s three aspects of information usability. As a result, the modified information adoption model includes informativeness, valuableness, and helpfulness variables. As the study’s context is established, this research is carried out to comprehend how information adoption occurs in terms of information threads. The approach used to address the research question is quantitative, and the data is calculated using Structural Equation Modelling Partial Least Squares. There were 713 samples collected over time, with 69.3 percent being female and 30.7 percent being male. Following the analysis, the research found that nine out of eleven relationships are important, while the other two are not. This study could be valuable for social media marketing, while also helping to reduce the propagation and consumption of disinformation from threads.