Information-seeking behaviour of Tanzanians in the time of COVID-19

Purpose: This study aims to investigate on access and communication of COVID-19 information among Tanzanians. Design/methodology/approach: Quantitative methods were applied to identify a total of 636 respondents. Findings: Results show that the majority (86.9%) of respondents seek information on COVID-19. Gender, age, education and marital status did not influence individual’s information-seeking behaviour. Respondents largely used social media, particularly WhatsApp, to communicate. Respondents prefer blending professional and traditional information to combat COVID-19. The majority (51%) of respondents indicated that COVID-19 information was not communicated ethically. Employed people are more likely to ethically communicate information on the pandemic in social media. Practical implications: Findings imply that novelty of the pandemic has enhanced active information-seeking behaviour. Respondents rely on multiple information sources to seek and collaboratively communicate COVID information. Employment status is associated with respondents’ information-seeking behaviour. Audio-visual sources are mostly preferred and relied in communicating information on the pandemic. Social media usage has enhanced timely and appropriate decision-making measures to tackle the COVID menace. Level of education has an influence on the use of credible sources and ethical communication of information on the pandemic. Utilization of COVID-19 preventive information was not statistically associated with socio-demographic variables. Availability of information infrastructures, particularly the internet, influences access, use and clear informed decision on prevention and treatment of COVID-19 disease. Originality/value: The study contributes to knowledge and literature on response and preventive measures on COVID-19 pandemic in developing countries. © 2021, Emerald Publishing Limited.