Social Media Usage During and After COVID-19 Pandemic

Abstract

This thesis explores how social media usage changed during and after the COVID-19 pandemic, examining how these changes reflect broader trends in digital communication and social behaviour. It focuses on the reasons people use social media and the kinds of content people are consuming at different stages of the pandemic. The study offers a theoretical framework to comprehend the psychological and social requirements that social media users satisfy during times of crisis by utilising the Uses and Gratifications Theory. It also looks at how these changes affect social interactions and digital connection, providing insights into how social media has developed into an essential tool for overcoming and adjusting to the difficulties caused by the pandemic.

The COVID-19 pandemic caused a great deal of change in how people used social media, making these platforms essential for entertainment, communication, and information sharing in the face of widespread lockdowns and social isolation. This study looks at how social media evolved into a lifesaver for people who want to stay in touch with each other, receive real-time information, and work and learn remotely. It draws attention to how social media has become more important as traditional physical venues have been more constrained, leading to a rise in online commerce, content creation, and virtual engagement.

The research focused mostly on young people, particularly students, and was conducted utilising Webropol survey. It was then shared via social media sites. It investigated their preferences for information and online behaviours during a time of widespread lockdowns and social distanc- ing measures. A total of 52 responses were successfully gathered during the survey's March 15–24, 2024, period.

The results indicate a significant increase in social media use during the peak of the pandemic as people sought information, entertainment, and connections with others. Platforms including Instagram, and TikTok have seen an increase in engagement. There was a clear preference for videos, live streaming, and interactive posts in the content consumption behaviours. Despite a slight decline in use intensity following the pandemic, persistent patterns of interaction were seen, indicating enduring impacts on digital activity.

In addition to increasing the adoption of digital media into daily life, the thesis notes that the COVID-19 pandemic has highlighted the critical role that social media plays in maintaining society norms and personal well-being during times of crisis. The future development of social media and tourism initiatives that consider users' evolving needs and behaviours in the post-pandemic environment will be greatly aided by these observations.