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Social media created a new information environment (e.g., Rutsaert et al., 2013b). Among social media channels, Facebook is the most popular one (Cheung et al., 2011). Using Facebook people can exchange information rapidly with others. Consumers can post a statement or message on Facebook (a post), respond to these posts (the comments), and indicate that they agree with the post and/or comment by using the "thumb up" symbol (the likes). Both comments and likes are cues of social proof, e.g., the viewpoints of others. We investigated how social proof in an online environment impacts reactions toward organic foods in two experimental studies. In study 1, using a representative sample of Dutch internet users (n = 124), we manipulated comment valence (positive vs. negative) and reinforcement (number of likes: high vs. low) on a fictitious Facebook page that included four comments. Consumers' perceptions, feelings, and behavior, such as risk perception, emotions and intended purchasing behavior, were measured. Comment evaluation was used as a moderator. In study 2 (n = 88) a full Facebook page, with mixed valence statements, was shown; either the positive or negative statements were reinforced by likes. Results of study 1 showed that the way respondents evaluated the comments in terms of usefulness affected benefit perception and the motivation to find information. Moreover, the interaction between valence and comment evaluation was significant for all dependent variables. That is, the predicted effect of social proof only occurred when the comments were perceived as useful. The number of likes did not have an effect. Results of study 2 where participants watched a full Facebook page with mixed valence comments, showed that the number of likes had an effect on consumers' reactions, specifically on negative emotions and willingness to pay. This research provides new insights in the effects of explicit as well as implicit online social proof on attitudes toward a positively evaluated topic, namely organic food.

With the increased popularity of organic food production, new information about the risks attached to food products has become available. Consumers need to make sense of this information, interpret the information in terms of risks and benefits, and consequently choose whether to buy these products or not. In this study, we examined how social interaction with another person impacts risk perception and sense-making regarding eating organic food. Specifically, we investigated how risk perception and sense-making are influenced by the specific viewpoint, the perceived similarity and expertise of the interaction partner, the identity of the interaction partner, and the initial attitude of individuals. An online interaction experiment, including a simulated chat in which we manipulated the interaction partner (expert vs peer vs anonymous) and the viewpoint of this partner (positive vs negative vs uncertain) was conducted using a representative sample of Dutch internet users (n=310). Results showed that chatting with partners who were perceived to be expert was associated with lower levels of risk perception, while chatting with partners who were perceived to be similar was associated with lower levels of information need, intention to take notice, and search for and share information. Results also showed that initial attitude had a strong effect. The more positive consumers were about eating organic food, the lower their risk perception and the higher their need for information, intention to take notice of, search for and share information following the chat. Implications for authorities communicating on food (risks) are discussed.

Since COVID-19 vaccine uptake was found to be especially low among young adults, the present study investigated COVID-19 risk perception as predictor of COVID-19 vaccination intention and actual COVID-19 vaccine uptake among this age group. More specifically, it was tested whether cognitive risk perception predicts vaccination uptake successively via affective risk perception and vaccination intention. In total, 680 students (65.9% female) between 17 and 28 years participated in this longitudinal online study. COVID-19 cognitive and affective risk perception, COVID-19 vaccination intention, and actual COVID-19 vaccine uptake were measured in t1: November/December 2020, t2: March 2021, and t3: June/July 2021, respectively. The mediation analysis revealed a significant indirect effect of perceived severity at t1 on vaccine uptake at t3 via worry at t1 and vaccination intention at t2. Stronger perceptions of perceived severity of COVID-19 were related to more worry about COVID-19, which led to a higher vaccination intention, which, in turn, increased the chance of COVID-19 vaccine uptake. To increase vaccine uptake among young adults it might be fruitful to emphasize the severity of COVID-19. However, one should take into account that tapping into fear works best when messages also include efficacy statements.

Background: To prepare students to become productive 21 st century citizens, universities have to be more engaged with society. Shifting towards community service learning (CSL) enables students to participate in, and reflect on, services that both benefit the public and also contribute to their own learning. There has been considerable research conducted on the improved student competencies, both academic and personal, resulting from CSL. There is, however, no consensus on how to integrate CSL into courses successfully, owing to the diverse contextual factors that influence implementation. Purpose: By means of conducting a review, this study aimed to establish general design principles to help guide course coordinators in implementing CSL in their academic courses. Design and methods: A systematic review was conducted of articles describing the implementation of CSL in academic courses within various disciplines. Implementation elements and principles were extracted from the articles and inductively grouped together, thereby identifying various design principles. Findings: Our analysis of the literature highlighted three steps that, according to the literature, are important in the implementation of CSL: (1) aligning course objectives and format; (2) establishing a relationship with the community partner; and (3) defining a reflection and evaluation strategy. We found that the nature of the design principles and specific approaches underlying these implementation steps should depend on the students' capabilities, which include their pre-CSL experiences. Conclusion:The implementation steps and underlying design principles uncovered by this review may help guide and support course coordinators in their efforts to integrate CSL in their academic courses. The diverse range of design principles makes it possible to acknowledge students' pre-CSL experiences and, thus, construct appropriate scaffolding, which is necessary for students to attain the improved academic and personal competencies envisaged through CSL, and ultimately to become productive 21 st century citizens.

Background In Kenya, Community Health Committees (CHC) were established to enhance community participation in health services. Their role is to provide leadership, oversight in delivery of community health services, promote social accountability and mobilize resources for community health. CHCs form social networks with other actors, with whom they exchange health information for decision-making and accountability. This case study aimed to explore the structure of a rural and an urban CHC network and to analyze how health-related information flowed in these networks. Understanding the pathways of information in community settings may provide recommendations for strategies to improve the role and functioning of CHCs. Methods In 2017, we conducted 4 focus group discussions with 27 community discussants and 10 semi-structured interviews with health professionals in a rural area and an urban slum. Using social network analysis, we determined the structure of their social networks and how health related information flowed in these networks. Results Both CHCs were composed of respected persons nominated by their communities. Each social network had 12 actors that represented both community and government institutions. CHCs were not central actors in the exchange of health-related information. Health workers, community health volunteers and local Chiefs in the urban slum often passed information between the different groups of actors, while CHCs hardly did this. Therefore, CHCs had little control over the flow of health-related information. Although CHC members were respected persons who served in multiple roles within their communities, this did not enhance their centrality. It emerged that CHCs were often left out in the flow of health-related information and decision-making, which led to demotivation. Community health volunteers were more involved by other actors such as health managers and non-governmental organizations as a conduit for health-related information. Conclusion Social network analysis demonstrated how CHCs played a peripheral role in the flow of health-related information. Their perception of being left out of the information flow led to demotivation, which hampered their ability to facilitate community participation in community health services; hence challenging effective participation through CHCs.

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