Efficacy-focused and autonomy-supportive messaging in social media vaccine campaigns: insights from a Facebook split test
The study underscores the importance of tailoring social media vaccine campaigns to address the autonomy needs of the target audience while considering trust-related issues to mitigate vaccine hesitancy. Emphasizing individual autonomy in vaccine decision-making processes can enhance engagement with pro-vaccine content, especially in older demographics.
Authors
- Mark W. Vander Weg (ORCID: https://orcid.org/0000-0003-3631-0812)
- Aaron M. Scherer (ORCID: https://orcid.org/0000-0002-4134-9300)
- Natoshia M. Askelson (ORCID: https://orcid.org/0000-0002-3464-8214)
- Ge Zhu (ORCID: https://orcid.org/0000-0003-1671-4342)
- Nicole Gauthreaux (ORCID: https://orcid.org/0000-0001-5743-0640)
- Stephanie Evett
- C. A. Morris
- Elizabeth Faber
Institutions
- University of Iowa (US)
- Immunization Action Coalition (US)
- Iowa City VA Health Care System (US)
Publication Details
- Journal
- Journal of Communications In Healthcare
- Published
- 2024-09-30
- DOI
- https://doi.org/10.1080/17538068.2024.2408510
- Primary Topic
- Vaccine Coverage and Hesitancy
- Type
- article
- Field-Weighted Citation Impact
- 0.00
Funders
- Centers for Disease Control and Prevention