Using social media for vaccination promotion: Practices and challenges

Steffens, Maryke S.; Dunn, Adam G.; Leask, Julie; Wiley, Kerrie

doi:10.1177/2055207620970785

Cited by 48 publications

(40 citation statements)

References 34 publications

(52 reference statements)

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“…Individuals tend to receive information from multiple information channels during a pandemic [ 14 , 15 ]. Channels of information are relied upon by risk communicators to push out a message, and the public who pulls on that information and pushes it to their own network [ 16 , 17 ]. Bennet, Manheim and others, suggests that patterns of homogenization, polarization, and targeted marketing have created a “one-step flow” of persuasion even in legacy media, in which interpersonal social influence recedes as targeted media increasingly exercises direct influence over individual opinion [ 18 – 20 ].…”

Section: Introductionmentioning

confidence: 99%

Examining the effect of information channel on COVID-19 vaccine acceptance

Piltch-Loeb¹,

Savoia²,

et al. 2021

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Hesitancy towards the COVID-19 vaccine remains high among the US population. Now that the vaccine is available to priority populations, it is critical to convince those that are hesitant to take the vaccine. Public health communication about the vaccine as well as misinformation on the vaccine occurs through a variety of different information channels. Some channels of information are more commonly found to spread misinformation. Given the expansive information environment, we sought to characterize the use of different media channels for COVID-19 vaccine information and determine the relationship between information channel and vaccine acceptance. We used quota sampling of vaccine priority groups [N = 2,650] between December 13 and 23, 2020 and conducted bivariate chi-squared tests and multivariable multinomial logistic regression analyses to determine the relative impact of channels of information on vaccine acceptance. We found traditional channels of information, especially National TV, National newspapers, and local newspapers increased the likelihood of vaccine acceptance. Individuals who received information from traditional media compared to social media or both traditional and social media were most likely to accept the vaccine. The implications of this study suggest social media channels have a role to play in educating the hesitant to accept the vaccine, while traditional media channels should continue to promote data-driven and informed vaccine content to their viewers.

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Section: Introductionmentioning

confidence: 99%

Examining the effect of information channel on COVID-19 vaccine acceptance

Piltch-Loeb¹,

Savoia²,

et al. 2021

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“…Social networks have been reported to be widely employed in all included countries to deliver educational content to the general public in an easy and accessible way [ 50 ].…”

Section: Resultsmentioning

confidence: 99%

The Use of Digital Technologies to Support Vaccination Programmes in Europe: State of the Art and Best Practices from Experts’ Interviews

et al. 2021

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Digitalisation offers great potential to improve vaccine uptake, supporting the need for effective life-course immunisation services. We conducted semi-structured in-depth interviews with public health experts from 10 Western European countries (Germany, Greece, Italy, Luxembourg, Malta, the Netherlands, Norway, Poland, Portugal, and the United Kingdom) to assess the current level of digitalisation in immunisation programmes and retrieve data on interventions and best practices. Interviews were performed using an ad hoc questionnaire, piloted on a sample of national experts. We report a mixed level of digital technologies deployment within vaccination services across Europe: Some countries are currently developing eHealth strategies, while others have already put in place robust programmes. Institutional websites, educational videos, and electronic immunisation records are the most frequently adopted digital tools. Webinars and dashboards represent valuable resources to train and support healthcare professionals in immunisation services organisation. Text messages, email-based communication, and smartphone apps use is scattered across Europe. The main reported barrier to the implementation of digital-based programmes is the lack of resources and shared standards. Our study offers a comprehensive picture of the European context and shows the need for robust collaboration between states and international institutions to share best practices and inform the planning of digital intervention models with the aim of countering vaccine hesitancy and increasing vaccine uptake.

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“…Recent research has found that online vaccination information largely reflects scientific evidence (Getman et al, 2018). However, vaccination misinformation is still concerningly abundant on the internet (Wang et al, 2019) and is largely attributed to the proactive nature of antivaccination message production (Getman et al, 2018;Steffens et al, 2020). In fact, research suggests that antivaccination advocates are more adept than their provaccination counterparts at producing informational online content.…”

Section: Vaccination Communication Onlinementioning

confidence: 99%

“…In fact, research suggests that antivaccination advocates are more adept than their provaccination counterparts at producing informational online content. For instance, vaccine-promoting organizations and HCPs have missed opportunities to counter misinformation, connect with vaccine-hesitant audiences, and measure the impact of their communications on social media (Steffens et al, 2020;Vrdelja et al, 2018).…”

Section: Vaccination Communication Onlinementioning

confidence: 99%

“…Lastly, by understanding cultural elements of the online anti-vaccination community, HCPs can both combat vaccine misinformation and prevent negative opinions from forming. This opportunity is especially ripe online, as many parents turn to the internet to address vaccine questions (Getman et al, 2018), yet social media has a notable lack of engaging vaccine information from HCPs (Steffens et al, 2020;Vrdelja et al, 2018). The ways in which HCPs share vaccine information online should mimic the strategies used by anti-vaccination advocates themselves.…”

Section: Practical Implicationsmentioning

confidence: 99%

See 1 more Smart Citation

Unvaxxed: A Cultural Study of the Online Anti-Vaccination Movement

DiRusso

Stansberry

2021

Qual Health Res

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In this study, the constructive communication process of anti-vaccination advocates is explored to provide insight into the challenges of communicating with an engaged, educated public that is distrustful of mainstream medical and governmental organizations. Using the circuit of culture as a theoretical and methodological model, this article examines how anti-vaccination advocates use social media to construct and reinforce a belief system that counters dominate understandings of health. Findings show that, through online communication, anti-vaccination advocates create shared cultural constructs embracing the identity of health information crusader, critic, and expert. This community consumes, produces, and distributes information that reframes mainstream health information and reinforces shared values. The purposes of this study are to better understand the culture of anti-vaccination advocates, identify communication barriers, and offer practical implications for health care professionals.

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Using social media for vaccination promotion: Practices and challenges

Cited by 48 publications

References 34 publications

Examining the effect of information channel on COVID-19 vaccine acceptance

Examining the effect of information channel on COVID-19 vaccine acceptance

The Use of Digital Technologies to Support Vaccination Programmes in Europe: State of the Art and Best Practices from Experts’ Interviews

Unvaxxed: A Cultural Study of the Online Anti-Vaccination Movement

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