The double-edged sword of social media usage during the COVID-19 pandemic: demographical and cultural analyses

Purpose This exploratory research aims to (1) investigate the bright and dark sides of social media use during COVID-19 pandemic; (2) explore impact demographic factors on usage; (3) assess effects cultural dimensions usage. Design/methodology/approach The data are collected through an online survey. Factors derived from grounded theories models such as affordance theory Hofstede's framework were considered. Spearman correlation nonparametric analysis used test hypotheses. Findings results revealed that usage was positively associated with healing affiliation, negatively self-control. There also positive associations between sharing information related without verification, perceived reliability relapse. indicated significant gender, age, marital status, educational level, power distance collectivism usage, information, reliability, affiliation. Originality/value study contributes technology affordances by examining media's negative in a new context (COVID-19 pandemic). From side, this explores for As pandemic, assesses user's addiction (relapse) perception verification. It is among few endeavors conducted non-Western country. examines influence users. provide insights both researchers policymakers regarding