Calculating and unconvinced: exploring psychological antecedents of HPV vaccination among Polish-speaking Facebook users

Introduction In 2023 Poland launched a free, nationwide HPV vaccination program for children aged 12 and 13 years. This study aims to identify psychological drivers behind HPV vaccination-related behavior among Polish-speaking Facebook users and links between different categories of drivers. Methods Entries published between 15 October 2020 and 15 October 2023 were categorized based on five antecedents of vaccination, using a scale created in accordance with the 5C short scale (consisting of categories: confidence, complacency, constraints, calculation, and collective responsibility) tailored to the Polish language. Results The discourse on HPV vaccination was present throughout the study period, with a significant rise in popularity in 2023, accounting for 51% of all entries. Timing of surges in entries was corresponding to HPV vaccine-related decisions of various authorities and events of special interest happening in the country and abroad. 42% of all entries were assigned to 5C model categories. Factors influencing HPV vaccine hesitancy coexisted, with the Calculation and Confidence categories being the most prevalent (60% and 47% of coded entries, respectively). 30% of coded entries included words only from the Calculation category. The most common combination was Confidence and Calculation, with 13% of entries belonging to both categories. Conclusion Psychological factors affecting HPV vaccination include most commonly individuals' extensive information-seeking efforts, susceptibility to conspiracy theories, and their trust levels in vaccines and government authorities. HPV vaccination educational campaigns should target Facebook users with consideration of their diverse needs and psychological profiles and prioritize the dissemination of reliable information in an easily comprehensible manner to ensure optimal reception of the content.