Impact of social media advertisements on the transmission dynamics of COVID-19 pandemic in India

• Published in: Journal of applied mathematics & computing Vol. 68; no. 1; pp. 19 - 44
• Main Authors: Rai, Rajanish Kumar, Khajanchi, Subhas, Tiwari, Pankaj Kumar, Venturino, Ezio, Misra, Arvind Kumar
• Format: Journal Article
• Language: English
• Published: Berlin/Heidelberg Springer Berlin Heidelberg 01.02.2022; Springer Nature B.V
• Subjects: Advertisements; Applied mathematics; Asymptomatic; Computational Mathematics and Numerical Analysis; Coronaviruses; COVID-19; Digital media; Disease control; Disease transmission; Mathematical and Computational Engineering; Mathematical models; Mathematics; Mathematics and Statistics; Mathematics of Computing; Original Research; Pandemics; Parameter sensitivity; Sensitivity analysis; Social networks; Theory of Computation; Unity; Viral diseases; India; COVID-19; Sensitivity analysis; Global stability; Future pandemic; Estimation; Epidemic model; Social media advertisements
• ISSN: 1598-5865; 1865-2085
• DOI: 10.1007/s12190-021-01507-y

In this paper, we propose a mathematical model to assess the impact of social media advertisements in combating the coronavirus pandemic in India. We assume that dissemination of awareness among susceptible individuals modifies public attitudes and behaviours towards this contagious disease which results in reducing the chance of contact with the coronavirus and hence decreasing the disease transmission. Moreover, the individual’s behavioral response in the presence of global information campaigns accelerate the rate of hospitalization of symptomatic individuals and also encourage the asymptomatic individuals for conducting health protocols, such as self-isolation, social distancing, etc. We calibrate the proposed model with the cumulative confirmed COVID-19 cases for the Republic of India. We estimate eight epidemiologically important parameters, and also the size of basic reproduction number for India. We find that the basic reproduction number for India is greater than unity, which represents the substantial outbreak of COVID-19 in the country. Sophisticated techniques of sensitivity analysis are employed to determine the impacts of model parameters on basic reproduction number and symptomatic infected population. Our results reveal that to reduce disease burden in India, non-pharmaceutical interventions strategies should be implemented effectively to decrease basic reproduction number below unity. Continuous propagation of awareness through the internet and social media platforms should be regularly circulated by the health authorities/government officials for hospitalization of symptomatic individuals and quarantine of asymptomatic individuals to control the prevalence of disease in India.