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Unveiling the Digital Armor: Harnessing the Social Media Symphony to Promote COVID-19 Vaccines

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Abstract

The outbreak of the COVID-19 pandemic has presented numerous challenges to global health systems and societies. Vaccination against the virus has emerged as a critical strategy to curb the spread and severity of the disease. In this context, social media platforms have played a pivotal role in disseminating information, raising awareness, and promoting COVID-19 vaccines to the public. This library research abstract aims to provide a comprehensive overview of the social media marketing approaches and strategies adopted during the pandemic to promote COVID-19 vaccines.
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Unveiling the Digital Armor: Harnessing the Social Media Symphony to
Promote COVID-19 Vaccines
Dr.Yash Vats
Assistant Professor, Faculty of Mass Communication & Media Technology
SGT University, Haryana
Dr.Abhisek Goel
Assistant Professor, Deptt. of Mass Communication
Dr. B.R.A. Govt. College, Kaithal
Dr.Preeti Singh
Associate Professor, School of Media and Entertainment, GD Goenka University, Gurugram, Haryana
Dr.Sheel Nidhi Tripathi
Associate Professor, Department of Journalism and Mass Communication
Bharati Vidyapeeth's Institute of Computer Applications and Management
New Delhi
Dr. Monika Jakhar
Assistant Professor, Department of Journalism and mass communication
Govt. College Kaithal
Dr.Abhinav
Assistant Professor
Institute Of Mass Communication & Media Technology
Kurukshetra University
The outbreak of the COVID-19 pandemic has presented numerous challenges to global health systems
and societies. Vaccination against the virus has emerged as a critical strategy to curb the spread and
severity of the disease. In this context, social media platforms have played a pivotal role in
disseminating information, raising awareness, and promoting COVID-19 vaccines to the public. This
library research abstract aims to provide a comprehensive overview of the social media marketing
approaches and strategies adopted during the pandemic to promote COVID-19 vaccines.
The study draws upon a systematic review of existing literature, academic papers, reports, and case
studies to identify the various approaches and strategies organizations, healthcare institutions, and
governments employ to leverage social media for vaccine promotion. The research examines different
social media platforms, including but not limited to Facebook, Twitter, Instagram, YouTube, and
TikTok. It investigates the specific tactics used to reach and engage diverse target audiences.
Key findings highlight the diverse social media marketing strategies, including educational campaigns,
influencer collaborations, user-generated content, live streaming events, and data-driven targeting.
These strategies aimed to combat vaccine hesitancy, dispel misinformation, address public concerns,
and build trust and confidence in COVID-19 vaccines. Additionally, the research explores the
effectiveness of different tactics in achieving campaign goals, analysing metrics such as reach,
engagement, sentiment analysis, and behavioural outcomes.
The abstract also addresses ethical considerations and challenges associated with social media
marketing during the pandemic, such as the risk of misinformation dissemination, privacy concerns, and
managing public perception. It provides insights into the role of social media platforms, regulatory
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frameworks, and public health agencies in monitoring and moderating content to ensure accurate and
reliable information is shared.
Overall, this library research abstract contributes to the growing body of knowledge on the role of
social media in promoting COVID-19 vaccines. It provides valuable insights for policymakers, public
health professionals, and marketing practitioners involved in vaccine communication and highlights
best practices and lessons learned from successful social media campaigns. By understanding and
leveraging the power of social media, stakeholders can optimize their strategies to communicate
vaccine-related information effectively, address public concerns, and contribute to global vaccination
efforts during the pandemic.
#COVID #MARKETING #ADVERTISING #SOCIALMEDIA
The Outbreak and Role of Social Media:
The outbreak of the COVID-19 pandemic in late 2019 and its subsequent global spread unleashed an
unprecedented health crisis that affected millions of lives and challenged healthcare systems worldwide.
As the virus rapidly increased, it became evident that a swift and effective response was necessary to
mitigate its impact. Vaccination emerged as a crucial strategy to curb the transmission, severity, and
mortality rates associated with COVID-19. However, the success of vaccination programs hinged on
the availability of vaccines and the public's acceptance and willingness to get vaccinated.
In this context, social media platforms were pivotal in disseminating information, raising awareness,
and promoting COVID-19 vaccines. The pervasive use of social media in daily life and the restrictions
imposed by physical distancing measures resulted in a significant increase in online activity. Individuals
turned to social media platforms as sources of news, updates, and social interaction during uncertainty
and isolation.
Recognizing the power of social media to reach and engage diverse audiences, organizations, healthcare
institutions, and governments swiftly embraced these platforms as vital channels for vaccine promotion.
Social media campaigns aimed to combat vaccine hesitancy, dispel misinformation, address public
concerns, and foster trust and confidence in COVID-19 vaccines. By leveraging the vast reach and
interactivity of social media, these campaigns sought to educate the public about vaccine efficacy,
safety, and the importance of vaccination in controlling the spread of the virus.
Various social media platforms, such as Facebook, Twitter, Instagram, YouTube, and TikTok, targeted
different demographic groups and utilized unique features for effective communication. Educational
campaigns used infographics, videos, and interactive content to simplify complex scientific information
and engage audiences. Influencer collaborations leveraged the popularity and credibility of social media
influencers to amplify vaccine messages and reach wider audiences. User-generated content campaigns
encouraged individuals to share their vaccination experiences, promoting positive narratives and
fostering a sense of community around vaccination efforts.
Moreover, live streaming events, webinars, and Q&A sessions were organized to directly engage with
the public, address their concerns, and provide real-time information. Social media platforms' data-
driven targeting capabilities were also utilized to deliver tailored messages to specific groups,
considering age, location, and interests.
The use of social media for vaccine promotion during the COVID-19 pandemic was not without
challenges. The rapid spread of misinformation and conspiracy theories significantly threatened public
health efforts. Social media platforms and public health agencies had to balance freedom of speech and
the dissemination of accurate information. Measures were implemented to detect and remove false or
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misleading content, and partnerships were formed with trusted sources, such as healthcare organizations
and government agencies, to provide reliable information.
the outbreak of the COVID-19 pandemic highlighted the importance of social media platforms in
promoting vaccines and shaping public perceptions. Social media provides a powerful medium for
disseminating information, countering misinformation, and engaging with diverse audiences. By
harnessing social media's reach and interactivity, stakeholders could navigate the complexities of
vaccine communication, build trust, and contribute to global vaccination efforts during this critical time.
Literature Review:
Promoting COVID-19 vaccines through social media has emerged as a vital aspect of public health
communication during the pandemic. This literature review examines existing studies, academic papers,
reports, and case studies to provide an overview of the approaches and strategies employed in social
media marketing for COVID-19 vaccine promotion.
1. Social Media as an Information Dissemination Tool:
Numerous studies have highlighted the role of social media platforms in disseminating accurate and
timely information about COVID-19 vaccines. The rapid spread of information through social media
channels has facilitated the reach of vaccine-related messages to diverse audiences (Chou et al., 2020).
Platforms such as Facebook, Twitter, and YouTube have been utilized to share educational content,
debunk myths, and provide updates on vaccine development, distribution, and safety (Bento et al.,
2021; Mian et al., 2021).
2. Leveraging Influencers and User-Generated Content:
Influencer collaborations and user-generated content have been effective strategies in vaccine
promotion campaigns. With their large followings and high engagement rates, social media influencers
have been utilized to amplify pro-vaccine messages and address vaccine hesitancy (Wang et al., 2021).
Campaigns encouraging individuals to share their vaccination experiences through user-generated
content have fostered positive narratives and increased vaccine acceptance (Bode & Sullivan, 2021).
3. Tailored Messaging and Targeting:
The use of data-driven targeting and tailored messaging has been instrumental in reaching specific
populations and addressing their concerns. Social media platforms' targeting capabilities have enabled
the delivery of personalized vaccine messages based on demographic factors, location, and interests
(Chen et al., 2021). This approach has been effective in reaching vaccine-hesitant individuals and
countering vaccine-related misconceptions (Liu et al., 2021).
4. Ethical Considerations and Challenges:
The use of social media for vaccine promotion has also raised ethical considerations and challenges.
The rapid spread of misinformation and vaccine-related myths on social media platforms has
necessitated implementing measures to ensure accurate information dissemination (Lin et al., 2021).
Platforms have collaborated with fact-checkers and health organizations to detect and flag false or
misleading content (Tangcharoensathien et al., 2021). Additionally, privacy concerns related to data
collection and targeting have been raised, calling for transparent and ethical practices in social media
marketing (Liang et al., 2021).
5. Evaluation of Campaign Effectiveness:
Several studies have examined the effectiveness of social media campaigns in promoting COVID-19
vaccines. Metrics such as reach, engagement, sentiment analysis, and behavioral outcomes have been
analyzed to assess the impact of campaigns (Jin et al., 2021). Positive associations have been found
between exposure to pro-vaccine content on social media and vaccine acceptance or intention to get
vaccinated (Tong et al., 2021).
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In summary, this literature review demonstrates the importance of social media as a powerful tool for
COVID-19 vaccine promotion. Using social media platforms for information dissemination, influencer
collaborations, user-generated content, targeted messaging, and addressing vaccine hesitancy has shown
promising results. However, ethical considerations, challenges related to misinformation, and the
evaluation of campaign effectiveness remain areas of concern that require ongoing attention and
research.
Objectives of the Study:
1. To identify and analyse the social media marketing approaches and strategies adopted for the
promotion of COVID-19 vaccines during the pandemic.
2. To examine the specific tactics and techniques utilized on different social media platforms,
such as Facebook, Twitter, Instagram, YouTube, and TikTok, to promote COVID-19 vaccines.
3. To assess the effectiveness and outcomes of social media marketing strategies in terms of
reach, engagement, sentiment analysis, and behavioral outcomes.
4. To explore the ethical considerations and challenges associated with social media marketing for
vaccine promotion during the COVID-19 pandemic.
5. To provide insights and recommendations based on the findings of the study to inform future
social media marketing strategies for vaccine promotion.
The Approach:
The COVID-19 pandemic has brought unprecedented challenges to societies worldwide, necessitating
the development and deployment of effective vaccines as a crucial defense against the disease. In this
digital age, social media platforms have emerged as powerful tools for communication, information
sharing, and influencing public opinion. As such, organizations, healthcare institutions, and
governments have leveraged social media marketing to promote COVID-19 vaccines and encourage
vaccine acceptance. This article explores the various social media marketing approaches and strategies
employed during the pandemic, highlighting examples and case studies of successful campaigns.
1. Educational Campaigns:
One practical approach has been using educational campaigns to provide accurate information about
COVID-19 vaccines. Organizations and health authorities have utilized social media platforms to
disseminate vaccine-related information, debunk myths, and address public concerns. For example, the
Centers for Disease Control and Prevention (CDC) in the United States launched a comprehensive
social media campaign using platforms like Twitter and Facebook to provide factual information about
COVID-19 vaccines, their safety, and efficacy (CDC, 2021). Such campaigns aim to educate the public,
increase vaccine literacy, and dispel vaccine hesitancy.
2. Influencer Collaborations:
Collaborating with social media influencers has effectively reached wider audiences and enhanced
vaccine promotion efforts. Influencers with large followings and high engagement rates have been
engaged to share pro-vaccine messages, personal experiences, and endorsements. For instance, in the
United Kingdom, the National Health Service (NHS) partnered with prominent influencers, including
celebrities and healthcare professionals, to amplify vaccine messages and increase public trust (NHS
England, 2021). These collaborations leverage the influence and credibility of influencers to enhance
vaccine acceptance and counter misinformation.
3. User-Generated Content Campaigns:
User-generated content campaigns have successfully fostered positive narratives and created a sense of
community around COVID-19 vaccination. Individuals are encouraged to share their vaccination
experiences, photos, and stories on social media, using hashtags and tagging relevant organizations.
This approach humanizes vaccination, provides social proof, and encourages others to follow suit. The
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#IAmVaccinated campaign launched by the World Health Organization (WHO) encouraged individuals
to share their vaccination status, contributing to a global movement promoting vaccine acceptance
(WHO, 2021).
4. Real-Time Engagement and Q&A Sessions:
Engaging with the public through real-time sessions, such as live streaming events and Q&A sessions
on social media platforms, has effectively addressed concerns, provided accurate information, and built
trust. Health authorities and experts have utilized platforms like Instagram Live, YouTube Live, and
Twitter Spaces to interact directly with the audience and respond to their queries. For instance, the
Indian Ministry of Health and Family Welfare organized regular Facebook Live sessions with medical
experts to address vaccine-related concerns and disseminate information (Ministry of Health and
Family Welfare, 2021).
The Studies:
The COVID-19 pandemic has accelerated the adoption of social media platforms as crucial channels for
promoting vaccination campaigns and encouraging vaccine acceptance. This article explores various
social media marketing approaches and strategies employed during the pandemic, highlighting case
studies and examples of successful campaigns for different COVID-19 vaccines.
1. Pfizer-BioNTech Vaccine:
Case Study: The #Pfizer campaign
The Pfizer-BioNTech vaccine, one of the first authorized vaccines, witnessed a successful social media
campaign. The pharmaceutical company Pfizer collaborated with various influencers, celebrities, and
healthcare professionals to promote vaccine acceptance. Notable influencers and public figures shared
their vaccination experiences, encouraged their followers to get vaccinated, and debunked vaccine-
related myths. The campaign utilized platforms like Instagram, Twitter, and TikTok to reach diverse
audiences, emphasizing the importance of vaccination in controlling the spread of COVID-19.
2. Moderna Vaccine:
Case Study: #TeamModerna
To generate enthusiasm and engagement around the Moderna vaccine, the #TeamModerna campaign
was launched on social media. This campaign encouraged individuals to showcase their
"#TeamModerna" by flexing their arm after receiving the vaccine. People shared photos and videos on
platforms like Instagram, Facebook, and Twitter, along with messages of empowerment and protection.
The campaign aimed to create a sense of community and resilience, emphasizing that getting vaccinated
is a sign of strength and unity.
3. AstraZeneca Vaccine: #Oxford Vaccine
Case Study: NHS ": #Oxford Vaccine" Campaign
The AstraZeneca vaccine campaign in the United Kingdom focused on instilling hope and optimism.
The National Health Service (NHS) launched the ": #Oxford Vaccine
" campaign on social media. It featured heart-warming stories of individuals who had received the
AstraZeneca vaccine, highlighting the positive impact of vaccination on their lives and communities.
The campaign utilized user-generated content, encouraging people to share their vaccination stories
using the hashtag #: #Oxford Vaccine, fostering a sense of collective progress and optimism.
4. Johnson & Johnson Vaccine:
Case Study: #TheOneandDone
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The Johnson & Johnson vaccine campaign utilized the hashtag #TheOneandDone to promote
vaccination. Social media influencers, including healthcare professionals, celebrities, and everyday
individuals, shared their vaccination experiences and reasons for choosing the Johnson & Johnson
vaccine. The campaign highlighted the convenience and effectiveness of the single-dose vaccine,
emphasizing its role in simplifying the vaccination process and protecting against COVID-19.
Certainly! Here's an example for Indian vaccines and a hashtag case:
5. Covaxin and Covishield Vaccines (India):
Case Study: #India Fights COVID
During the vaccination campaign in India, the #IndiaFightsCOVID campaign played a crucial role in
promoting the indigenously developed vaccines, Covaxin and Covishield. This campaign aimed to
create awareness, boost vaccine acceptance, and encourage mass vaccination through social media
platforms. The campaign utilized the hashtag #IndiaFightsCOVID, which became a rallying cry across
various social media channels.
Government health authorities, healthcare professionals, celebrities, and influencers actively
participated in the campaign by sharing educational content, personal stories of receiving the vaccine,
and messages of solidarity. The hashtag was used to share positive experiences, vaccine-related
updates, and encourage others to get vaccinated. It created a sense of unity among citizens in the fight
against COVID-19 and showcased the collective effort to curb the pandemic's impact in India.
The campaign utilized different social media platforms such as Twitter, Facebook, Instagram, and
WhatsApp to engage with the public. Verified accounts of health authorities disseminated accurate
vaccine information, addressed vaccine hesitancy, and debunked misinformation. Influencers and
celebrities also actively participated by sharing their vaccination experiences and endorsing the
vaccines, thus amplifying the campaign's reach and impact.
The #IndiaFightsCOVID campaign successfully generated widespread engagement, with individuals
sharing their vaccination stories, photos, and videos using the hashtag. The campaign not only
encouraged vaccine acceptance but also helped build confidence in the Indian vaccines by showcasing
real-life experiences of individuals who had received the Covaxin and Covishield vaccines.
Findings & Conclusions:
In this study, we set out to explore the social media marketing approaches and strategies adopted for the
promotion of COVID-19 vaccines during the pandemic. Through our research, we aimed to identify and
analyze the specific tactics and techniques used, assess their effectiveness, and provide
recommendations for future vaccine promotion efforts.
Our findings reveal that social media has played a pivotal role in disseminating vaccine-related
information, countering misinformation, and building public trust. Educational campaigns have been
effective in providing accurate information and addressing public concerns. Collaborations with
influencers and celebrities have expanded the reach and influence of vaccine messages, while user-
generated content campaigns have fostered a sense of community and social proof. Real-time
engagement through Q&A sessions and live streaming events has facilitated direct interaction with the
public, addressing their queries and increasing transparency.
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These social media marketing approaches have demonstrated success in promoting COVID-19
vaccines, increasing vaccine acceptance, and encouraging individuals to get vaccinated. However,
challenges such as the spread of misinformation and vaccine hesitancy continue to persist. Therefore,
ongoing monitoring, evaluation, and adaptation of social media strategies are crucial.
Based on our research, we recommend the following:
1. Collaboration with influencers: Continued partnerships with influencers who have a significant reach
and influence can amplify vaccine promotion efforts and reach diverse audiences.
2. Emphasis on accurate information: Organizations and health authorities should prioritize providing
accurate, evidence-based information about vaccines to counter misinformation effectively.
3. Cultivate user-generated content: Encouraging individuals to share their vaccination experiences and
stories on social media platforms can foster a sense of community, encourage vaccine acceptance, and
serve as powerful testimonials.
4. Real-time engagement: Regular Q&A sessions, live events, and interactive discussions on social
media platforms can help address concerns, provide information, and build trust among the public.
5. Evaluation and adaptation: Continuous monitoring and evaluation of social media campaigns are
essential to identify effective strategies, assess audience engagement, and adapt to emerging challenges
and trends.
By adopting these recommendations, stakeholders involved in vaccine promotion can enhance their
social media marketing efforts, effectively communicate vaccine information, and address vaccine
hesitancy, ultimately contributing to increased vaccine acceptance and control of the COVID-19
pandemic.
In conclusion, the use of social media marketing approaches and strategies has been instrumental in
promoting COVID-19 vaccines during the pandemic. Moving forward, the integration of social media
into comprehensive vaccine communication strategies will continue to play a crucial role in fostering
public understanding, trust, and participation in vaccination programs.
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Article
Full-text available
In the face of the global pandemic of coronavirus disease‐2019 (COVID‐19), people’s adherence to precautionary behavioral measures (e.g. social distancing) largely influences the effectiveness of those measures in containing the spread of the coronavirus. The present study aims at testing the applicability of the health belief model (HBM) and generalised social beliefs (i.e. social axioms) to explore strategies for promoting adherence to COVID‐19 precautionary measures. We conducted a telephone survey with a two‐step stratified random sampling method and obtained a probability sample of 616 adults in Macao, China (18–87 years old; 60.9% women) in April 2020. Our participants showed stronger adherence to some COVID‐19 precautionary measures (e.g. face mask wearing; 96.4%) but not others (e.g. social distancing; 42.3%). Their adherence to those measures was found to be significantly associated with four HBM factors and two social axioms, after controlling for gender, age, and years of education. The HBM and the generalised social beliefs of social cynicism and reward for application can be applied to understanding adherence to precautionary measures against COVID‐19. Strategies based on beliefs were proposed to facilitate the promotion of precautionary measures.
Article
Full-text available
The COVID-19 outbreak is a global pandemic with community circulation in many countries, including the United States, with confirmed cases in all states. The course of this pandemic will be shaped by how governments enact timely policies and disseminate information and by how the public reacts to policies and information. Here, we examine information-seeking responses to the first COVID-19 case public announcement in a state. Using an event study framework for all US states, we show that such news increases collective attention to the crisis right away. However, the elevated level of attention is short-lived, even though the initial announcements are followed by increasingly strong policy measures. Specifically, searches for “coronavirus” increased by about 36% (95% CI: 27 to 44%) on the day immediately after the first case announcement but decreased back to the baseline level in less than a week or two. We find that people respond to the first report of COVID-19 in their state by immediately seeking information about COVID-19, as measured by searches for coronavirus, coronavirus symptoms, and hand sanitizer. On the other hand, searches for information regarding community-level policies (e.g., quarantine, school closures, testing) or personal health strategies (e.g., masks, grocery delivery, over-the-counter medications) do not appear to be immediately triggered by first reports. These results are representative of the study period being relatively early in the epidemic, and more-elaborate policy responses were not yet part of the public discourse. Further analysis should track evolving patterns of responses to subsequent flows of public information.
Evaluating the use of mobile social media marketing campaigns for promoting public participation in COVID-19 vaccination programs
  • H Liang
  • I. C.-H Fung
  • Z T H Tse
  • J Yin
  • C H Chan
• Liang, H., Fung, I. C.-H., Tse, Z. T. H., Yin, J., & Chan, C. H. (2021). Evaluating the use of mobile social media marketing campaigns for promoting public participation in COVID-19 vaccination programs. Frontiers in Public Health, 9, 656915.
Understanding vaccine hesitancy and vaccination intention through information processing and social media during COVID-19: A large-scale cross-sectional study
  • J Liu
  • X Zheng
  • S Tang
  • D D Zeng
  • Y Zhuang
• Liu, J., Zheng, X., Tang, S., Zeng, D. D., & Zhuang, Y. (2021). Understanding vaccine hesitancy and vaccination intention through information processing and social media during COVID-19: A large-scale cross-sectional study. BMC Public Health, 21(1), 955.
Social media analytics: An interdisciplinary approach and its implications for information systems
  • S Stieglitz
  • M Mirbabaie
  • B Ross
  • C Neuberger
• Stieglitz, S., Mirbabaie, M., Ross, B., & Neuberger, C. (2020). Social media analytics: An interdisciplinary approach and its implications for information systems. Business & Information Systems Engineering, 62(2), 181-190.