TY - JOUR
AU - Azer, Jaylan
AU - Alexander, Matthew
PY - 2022
DA - February
TI - COVID-19 vaccination: engagement behavior patterns and implications for public health service communication
JO - Journal of Service Theory and Practice
EP - 351
VL - 32
IS - 2
DO - http://dx.doi.org/10.1108/JSTP-08-2021-0184
AB - Purpose: COVID-19 vaccinations face a backdrop of widespread mistrust in their safety and effectiveness, specifically via social media platforms which constitute major barriers for the public health sector to manage COVID-19 (and future) pandemics. This study provides a more nuanced understanding of the public's engagement behavior toward COVID-19 vaccinations. Design/methodology/approach: Using Netnography, this study explores the public's interactions with vaccine communications by the WHO via Facebook. From WHO posts about the COVID-19 vaccination 23,726 public comments on Facebook were extracted and analyzed. Findings: Building on crisis communication, health and engagement literature, this paper identifies and conceptualizes seven patterns of engagement behavior toward the COVID-19 vaccination and develops the first framework of relationships between these patterns and the extant vaccine attitudes: vaccine acceptance, hesitancy and refusal. Practical implications: This paper helps policymakers identify and adapt interventions that increase vaccine confidence and tailor public health services communications accordingly. Originality/value: This research offers the first typology of patterns of engagement behavior toward COVID-19 vaccinations and develops a framework of relationships between these patterns and the existing understanding in health literature. Finally, the study provides data-driven communication recommendations to public health service organizations.
PB - Emerald Publishing
UR - http://eprints.gla.ac.uk/263643/
KW - Coronavirus (COVID-19)
KW - Immunisation and screening
ER