During the COVID-19 pandemic, social media use increased significantly, and news media also reported increased levels of social shaming for behaviors that were now deemed high-risk for spreading or contracting the virus. This study examines how this pandemic-afflicted environment changed what and how individuals disclosed online during the 2020 holiday season. Using data collected at two time periods in December 2020 from Facebook and Instagram users, the data show that social calculus constructs comprise most of the significant predictors for online self-disclosure; evaluation apprehension is also a significant moderator. In a post-hoc analysis with 2019 disclosure data, this study finds that most of the significant predictors of behavior arise from privacy calculus, providing evidence of a shift in the salient predictors of online self-disclosure. The implications of this research to businesses and future research directions are discussed.

中文翻译：

---

COVID-19 如何偷走圣诞节：疫情如何改变社交媒体的风向

在 COVID-19 大流行期间，社交媒体的使用显着增加，新闻媒体还报道称，对现在被认为传播或感染病毒高风险的行为的社会羞辱程度有所增加。这项研究探讨了受疫情影响的环境如何改变了 2020 年假期期间个人在网上披露的内容和方式。使用 2020 年 12 月两个时间段从 Facebook 和 Instagram 用户收集的数据显示，社交演算结构构成了在线自我表露的大部分重要预测因素；评价忧虑也是一个重要的调节因素。在对 2019 年披露数据的事后分析中，本研究发现，大多数行为的重要预测因素都来自隐私计算，这为在线自我披露的显着预测因素的转变提供了证据。讨论了这项研究对企业的影响和未来的研究方向。