The primary examine to analyse social media to grasp attitudes in direction of the Covid-19 vaccine identifies the hyperlink between social media engagement behaviour and vaccine take-up. The analysis explored 10,000 public interactions with World Well being Organisation (WHO) vaccine communications on Fb.
Seven patterns of engagement behaviour in direction of the vaccine had been recognized by teachers Dr Jaylan Azer from the College of Glasgow Adam Smith Enterprise College and Dr Matthew Alexander from Strathclyde Enterprise College.
Their work developed a framework of relationships between these patterns and our present understanding of vaccine acceptance, hesitancy, and refusal.
Dr Jaylan Azer mentioned: ‘The Covid-19 vaccines confronted distrust and misinformation round their security and effectiveness, notably social media. This can be a main barrier for the general public well being sector looking for to handle Covid and future pandemics.’
‘This examine provides a extra nuanced understanding of public engagement behaviour towards Covid-19 vaccinations and might help policymakers determine and adapt interventions to extend vaccine confidence and tailor public well being providers communications accordingly.’
The work offers communication suggestions to public well being organisations and will inform how they use social media to higher interact and talk concerning the Covid-19 vaccination.
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