Government-Nongovernmental Organization (NGO) Collaboration in Macao’s COVID-19 Vaccine Promotion: Social Media Case Study

Abstract

Background The COVID-19 pandemic triggered unprecedented global vaccination efforts, with social media being a popular tool for vaccine promotion. Objective This study probes into Macao’s COVID-19 vaccine communication dynamics, with a focus on the multifaceted impacts of government agendas on social media. Methods We scrutinized 22,986 vaccine-related Facebook posts from January 2020 to August 2022 in Macao. Using automated content analysis and advanced statistical methods, we unveiled intricate agenda dynamics between government and nongovernment entities. Results “Vaccine importance” and “COVID-19 risk” were the most prominent topics co-occurring in the overall vaccine communication. The government tended to emphasize “COVID-19 risk” and “vaccine effectiveness,” while regular users prioritized vaccine safety and distribution, indicating a discrepancy in these agendas. Nonetheless, the government has limited impact on regular users in the aspects of vaccine importance, accessibility, affordability, and trust in experts. The agendas of government and nongovernment users intertwined, illustrating complex interactions. Conclusions This study reveals the influence of government agendas on public discourse, impacting environmental awareness, public health education, and the social dynamics of inclusive communication during health crises. Inclusive strategies, accommodating public concerns, and involving diverse stakeholders are paramount for effective social media communication during health crises.