Journal article
Efficacy-focused and autonomy-supportive messaging in social media vaccine campaigns: insights from a Facebook split test
Journal of communication in healthcare, Vol.18(1), pp.18-26
01/02/2025
DOI: 10.1080/17538068.2024.2408510
PMID: 39348280
Abstract
In the context of social media vaccine campaigns, understanding the impact of message framing on audience engagement is crucial. This study examines the efficacy of messages centered on efficacy versus autonomy, informed by theoretical frameworks: the Extended Parallel Process Model (EPPM) and Self Determination Theory (SDT).
Utilizing the Facebook A/B Split Test (FBST) feature, an online experiment was conducted to compare the response to two different messages: one emphasizing vaccine efficacy (EPPM-informed) and the other focusing on individual autonomy in making vaccine decisions (SDT-informed). The primary measure of interest was the number of clicks on a link directing to a pro-vaccine website.
The findings indicated that the autonomy-centered (SDT-informed) message resulted in a significantly higher click-through rate to the pro-vaccine website, particularly among users aged 65 and above. Furthermore, analysis of comments from Facebook users identified factors potentially contributing to vaccine hesitancy, with mistrust being the most dominant.
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.
Details
- Title: Subtitle
- Efficacy-focused and autonomy-supportive messaging in social media vaccine campaigns: insights from a Facebook split test
- Creators
- Ge Zhu - University of IowaNicole Gauthreaux - University of IowaStephanie Evett - University of IowaCaitlin Morris - University of Iowa, Iowa City, IA, USAElizabeth Faber - Iowa Immunizes Coalition, Des Moines, IA, USAMark Vander Weg - Iowa City VA Health Care SystemAaron Scherer - University of IowaNatoshia Askelson - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Journal of communication in healthcare, Vol.18(1), pp.18-26
- DOI
- 10.1080/17538068.2024.2408510
- PMID
- 39348280
- NLM abbreviation
- J Commun Healthc
- ISSN
- 1753-8068
- eISSN
- 1753-8076
- Publisher
- TAYLOR & FRANCIS LTD
- Grant note
- Centers for Disease Control and Prevention: U48DP006389, CDC-RFA-DP19-001
This publication is supported by Cooperative Agreement Numbers U48DP006389 and CDC-RFA-DP19-001 from the Centers for Disease Control and Prevention. The findings and conclusions in this report are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention.
- Language
- English
- Electronic publication date
- 09/30/2024
- Date published
- 01/02/2025
- Academic Unit
- Psychological and Brain Sciences; Injury Prevention Research Center; School of Journalism and Mass Communication; General Internal Medicine; Community and Behavioral Health; Internal Medicine
- Record Identifier
- 9984721147302771
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