Orghian, DianaAdenekan, Abayomi Adedire2025-03-052025-03-052025-02-12http://hdl.handle.net/10362/180130Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceThis study explores the role of social media in managing crises during the COVID-19 pandemic. Using survey data from 153 adults, it examines how social media was used to share information, shape public perceptions, and support responses to the crisis. The findings reveal that while social media was an effective tool for quickly spreading information, it also contributed to the spread of misinformation, leading to confusion and panic among users. Official channels like WHO and CDC played a critical role in reducing misinformation, but their impact on improving public awareness was limited. The research highlights the challenges of unverified information on social media and emphasizes the importance of clear strategies to manage misinformation. These findings offer practical lessons for governments and organizations to improve crisis communication and use social media more effectively in future emergencies.engSocial MediaCrisisCrisis ManagementCOVID-19PandemicSDG 16 - Peace, justice and strong institutionsmaster thesis203922000