Journal article
A social media microinfluencer intervention to reduce coronavirus disease 2019 vaccine hesitancy in underserved Tennessee communities: A protocol paper
Journal of the American Pharmacists Association, Vol.62(1), pp.326-334
01/01/2022
DOI: 10.1016/j.japh.2021.11.028
PMCID: PMC8619943
PMID: 34893443
Abstract
Background: Central to effective public health policy and practice is the trust between the population served and the governmental body leading health efforts, but that trust has eroded in the years preceding the pandemic. Vaccine hesitancy among adults is also a growing concern across the United States. Recent data suggest that the trustworthiness of information about the coronavirus 2019 (COVID-19) vaccine was a larger concern than the vaccine's adverse effects or risks.
Objective: This study aims to describe the methods used to create a public health microinfluencer social media vaccine confidence campaign for the COVID-19 vaccine in underserved Tennessee communities. A secondary objective is to describe how the Social-Ecological Model (SEM) and Social Cognitive Theory may address vaccine hesitancy using community pharmacies.
Methods: In late 2020, 50 independent community pharmacies in underserved communities across Tennessee were involved in a public health project with the State of Tennessee Department of Health and the University of Tennessee Health Science Center College of Pharmacy. The project involved a 3-pronged, pharmacy-based COVID-19 vaccination outreach project, including (1) social media messaging (i.e., microinfluencer approach), (2) community partner collaboration, and (3) in-pharmacy promotion. Quantitative and qualitative data will assess the quality and effectiveness of the program. Social media outcomes will also be assessed to measure the impact of the microinfluencer social media training.
Results: Project implementation is planned for 6 months (January 2021 to June 2021) after an initial month of planning by the research team (December 2020) and preceding several months of assessment (July 2021 and beyond).
Conclusions: Novel, theory-based approaches will be necessary to improve vaccine confidence. One approach to promoting public health, derived from the SEM, may be to use trusted microinfluencers on social media platforms, such as local community pharmacists and community leaders. 2022 American Pharmacists Association (R). Published by Elsevier Inc. All rights reserved.
Details
- Title: Subtitle
- A social media microinfluencer intervention to reduce coronavirus disease 2019 vaccine hesitancy in underserved Tennessee communities: A protocol paper
- Creators
- Kenneth C. Hohmeier - University of Tennessee Health Science CenterRachel E. Barenie - University of Tennessee Health Science CenterTracy M. Hagemann - University of Tennessee Health Science CenterChelsea Renfro - University of Tennessee Health Science CenterKuan Xing - University of Tennessee Health Science CenterAuston Phillips - University of Tennessee at KnoxvilleRachel Allen - University of Tennessee Health Science CenterMichelle D. Fiscus - University of Tennessee Health Science CenterMarie Chisholm-Burns - University of Tennessee at KnoxvilleJustin Gatwood - University of Tennessee Health Science Center
- Resource Type
- Journal article
- Publication Details
- Journal of the American Pharmacists Association, Vol.62(1), pp.326-334
- Publisher
- Elsevier
- DOI
- 10.1016/j.japh.2021.11.028
- PMID
- 34893443
- PMCID
- PMC8619943
- ISSN
- 1544-3191
- eISSN
- 1544-3450
- Number of pages
- 9
- Grant note
- State of Tennessee Department of Health
- Language
- English
- Date published
- 01/01/2022
- Academic Unit
- Family and Community Medicine; Office of Consultation and Research in Medical Education
- Record Identifier
- 9984658328302771
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