Social Media Influencers Can Be Used to Deliver Positive Information about the Flu Vaccine: Findings from a Multi-Year Study

Autor/inn/en	Bonnevie, Erika; Smith, Sierra M.; Kummeth, Caitlin; Goldbarg, Jaclyn; Smyser, Joe
Titel	Social Media Influencers Can Be Used to Deliver Positive Information about the Flu Vaccine: Findings from a Multi-Year Study
Quelle	In: Health Education Research, 36 (2021) 3, S.286-294 (9 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Bonnevie, Erika)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0268-1153
DOI	10.1093/her/cyab018
Schlagwörter	Social Media; Information Dissemination; Diseases; Immunization Programs; Influences; African Americans; Hispanic Americans; Computer Mediated Communication; Communication Strategies + Suchen Sie Ihr Suchwort? Soziale Medien; Informationsverbreitung; Disease; Krankheit; Immunisierung; Influence; Einfluss; Einflussfaktor; Afroamerikaner; Hispanic; Hispanoamerikaner; Computerkonferenz; Kommunikationsstrategie
Abstract	Large-scale digital flu vaccine campaigns have experienced difficulty increasing vaccination coverage among African Americans and Hispanics, and are routinely inundated by negative responses from vaccine opponents. A digital campaign employing user-generated content from social media 'micro' influencers who are predominantly followed by African Americans and Hispanics was implemented during the 2018-19 and 2019-20 flu seasons to disseminate positive information about the flu vaccine. At the time, this constituted the largest influencer-driven health campaign focused on these communities in the United States. Comments on posts were qualitatively coded to determine content perceptions among those exposed to posts. Digital metrics were also analyzed. During Year 1, posts reached 9 million+ social media users and generated 64 612 likes or shares, and 1512 responses. In Year 2, posts reached 8 million+ users and generated 155 600 likes or shares, and 3122 responses. Around 94% of public responses to posts were positive, suggesting this is a promising strategy to communicate health information and could shift social norms, particularly for heavily debated topics such as vaccination. This strategy represents a more community-led and participatory approach than most large-scale vaccination campaigns have attempted, with immediate applicability to communications about the COVID-19 vaccine. (As Provided).
Anmerkungen	Oxford University Press. Great Clarendon Street, Oxford OX2 6DP, UK. Tel: +44-1865-353907; Fax: +44-1865-353485; e-mail: jnls.cust.serv@oxfordjournals.org; Web site: http://her.oxfordjournals.org/
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01