“…This discussion paper utilizes data obtained from a research project conducted between 2021 and 2022 to explore the influences on decision-making in vaccine hesitancy in parents and pregnant women (Smith et al, 2022b(Smith et al, , 2023a(Smith et al, , 2023b. This body of research included three components that used a combination of ethnography and netnography as methodology (Smith et al, 2022a(Smith et al, , 2022b(Smith et al, , 2023a(Smith et al, , 2023b. The studies included a predominantly online survey via Qualtrics XM with participants recruited via social media, specifically Facebook, a series of semi-structured interviews with 12 vaccine-hesitant parents and pregnant women and a netnographic study of online discourses on the purpose-designed Facebook page (Smith et al, 2022a(Smith et al, , 2022b(Smith et al, , 2023a(Smith et al, , 2023b.…”