Mobility during COVID-19 recovery: role of media and culture as social amplifiers

Purpose - The COVID-19 pandemic has resulted in countries reacting differently to an ongoing crisis. Latent to this reaction mechanism is the inherent cultural characteristics of each society resulting in differential responses to the epidemic spread. In this study, the moderated moderation role of culture, on information dissemination by media during epidemic recovery-phase has been investigated. Design/methodology/approach - Hofstede’s cultural factors are hypothesized to moderate the moderating effect of free-liberal media on the relationship of COVID-19 recovery rate and human mobility. Panel regression model, using mobility data and recovery rate across 95 countries for a period of 170 days has been preferred to test the hypotheses. The results are further substantiated using factor wise interaction plots and slope difference analysis. Findings - The findings suggest that societies with high power distance and masculinity scores strengthen the impact of media on the relationship between COVID-19 recovery rate and mobility whereas, high individualistic and long-term orientation societies weaken the same effect. However, similar conclusions were not confirmed for uncertainty avoidance. Cross-cultural impact, as elucidated by this study, forms a crucial element in policy formulation on epidemic control by indigenous Governing bodies. Originality/value - While most of the studies emphasizing on cultural characteristics of a society in an epidemic situation covers the growth phase of infection, This research talks about the recovery-phase of the epidemic and the effect of culture. Peer review - The peer review history for this article is available at:https://publons.com/publon/10.1108/IJSE-04-2023-0314