Abstract
Purpose. The paper aims to explain a proposal framework composed of social media advertising value (SMAV) and self-efficacy (SEF) constructs with complementary factors such as risk and protection perception, sentiment, and motivations in users under chronic and pandemic disease environments.
Methodology. SMAV-SEF literature review with additional factors in a theoretical questionnaire survey to 500 regular consumers (Sep-Nov, 2021).
Results. Unexpected null relationship of SEF to people sentiment and positive contribution to risk perception.
Originality' is based on the SMAV-SEF as the main constructs to be complemented with factors of a final framework explaining how to be used against chronic and pandemic diseases.
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