How Does COVID-19 Differ from the Flu/Cold? A Study of Multilevel Information Seeking among Korean Immigrant Women in the U.S.

The purpose of this study was to understand COVID-19 information seeking among Korean immigrant women in comparison to their flu/cold information seeking. In particular, the study aimed to examine: (1) the levels of information sought regarding both COVID-19 and the flu/cold, and (2) the content of information discussed at each level. We analyzed the posts on Missy USA--one of the largest Korean online communities for married Korean immigrant women. Two sets of data, one for COVID-19 (n=726) and the other for the flu/cold (n=50), were analyzed with codes at different levels, which were adapted from the social-ecological model. Applying the social-ecological model, we found that about 80% of information regarding the flu/cold and about 60% of COVID-19 information was concentrated at individual, interpersonal, and organizational levels. Information seeking at the community level was more frequent for COVID-19 than for the flu/cold. Our finding that Korean immigrant women primarily sought information regarding COVID-19 serves as a theoretical contribution at the transnational level, which might be relevant for immigrant women during the unprecedented COVID-19 pandemic.