Catch the tweet to fight the flu: Using Twitter to promote flu shots on a college campus

Osborne, Matthew; Kenah, Eben; Lancaster, Kathryn E.; Tien, Joseph H.

doi:10.1080/07448481.2021.1973480

Cited by 10 publications

(27 citation statements)

References 77 publications

(135 reference statements)

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“…Table 1 shows the location, duration, and target audience of the seasonal influenza vaccination program. Ten studies examined program effectiveness in increasing the uptake of seasonal influenza vaccine in the United States [ 16 , 42 , 43 , 44 , 45 , 46 , 47 , 48 , 49 , 50 ], one study was conducted in Australia [ 51 ], and one in Spain [ 52 ]. Results indicate that most studies were conducted in the USA and no studies from Asia, Africa, or South America were recorded.…”

Section: Resultsmentioning

confidence: 99%

“…Nine studies recorded the size of student samples involved in the flu promotion program. In these nine studies, 27,655 students from 16 colleges or universities were exposed to the flu vaccination promotion programs or interventions [ 16 , 43 , 44 , 46 , 47 , 48 , 49 , 50 , 51 ]. Three studies did not report the total number of students involved in the flu vaccine promotion program or did not separate the student sample size from other samples in the study [ 42 , 45 , 48 ].…”

Section: Resultsmentioning

confidence: 99%

“…Three studies did not report the total number of students involved in the flu vaccine promotion program or did not separate the student sample size from other samples in the study [ 42 , 45 , 48 ]. Three studies employed randomized controlled trial [ 16 , 45 , 49 ], seven studies used pretest–posttest study design [ 42 , 43 , 44 , 47 , 48 , 50 , 51 ], and two studies applied quasi-experimental studies [ 46 , 52 ].…”

Section: Resultsmentioning

confidence: 99%

“…The three healthcare student programs [ 42 , 51 , 52 ] employed four to five social marketing components. However, for programs focused on all university students, four studies used only two (behavioral objective and 4Ps) [ 43 , 48 , 49 , 50 ], two studies used three components [ 44 , 45 ], one used four [ 47 ], and only two used five [ 16 , 46 ].…”

Section: Resultsmentioning

confidence: 99%

“…In both studies, student samples were exposed to the message once in the experimental conditions. Osborne et al [ 49 ] examined the effect of flu vaccination content creation, exposure, and engagement in social media (Twitter) but found no significant difference in vaccination rate between student samples and the control group.…”

Section: Resultsmentioning

confidence: 99%

See 4 more Smart Citations

Increasing Seasonal Influenza Vaccination among University Students: A Systematic Review of Programs Using a Social Marketing Perspective

Lee

Rundle‐Thiele

Wut

et al. 2022

IJERPH

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The health and economic consequences of seasonal influenza present great costs to communities. Promoting voluntary uptake of the seasonal influenza vaccine among university students, particularly during the COVID-19 pandemic, can deliver protective effects for both individuals and the wider community. Vaccine uptake will be greatest when more of the social marketing benchmarks are applied. This systematic review summarizes evidence from programs aiming to increase seasonal influenza vaccination among university students. Six major electronic databases for health promotion studies (PubMed, EBSCO, ProQuest, Ovid, Web of Science, and ScienceDirect) were searched in November 2021 to capture peer-reviewed studies reporting field trials that have sought to increase seasonal influenza vaccination in university student populations, without any restrictions regarding the publication period. Following PRISMA guidelines, this paper identified 12 peer-reviewed studies that were conducted in the field in the United States, Australia, and Spain. Three studies were targeted at healthcare students and the rest focused on wider university student populations. Studies were narratively summarized, evidence of social marketing principles were identified, and quantitative outcomes were meta-analyzed. The findings indicate that none of the field studies, even a self-classified social marketing study, had adopted all eight of the social marketing benchmarks in program design and implementation. The two studies that only used promotion, but not other marketing-mix and social marketing principles, reported increases in students’ intention to be vaccinated but not actual behavior. Given that change is more likely when more social benchmarks are applied, this paper identifies activities that can be included in flu vaccine programs to improve flu vaccine uptake rates. The analysis highlights a lack of field studies focusing on increasing rates of vaccination behavior as research outcomes in countries beyond the United States.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

See 3 more Smart Citations

Increasing Seasonal Influenza Vaccination among University Students: A Systematic Review of Programs Using a Social Marketing Perspective

Lee

Rundle‐Thiele

Wut

et al. 2022

IJERPH

View full text Add to dashboard Cite

show abstract

COVID-19 vaccine communication and advocacy strategy: a social marketing campaign for increasing COVID-19 vaccine uptake in South Korea

Hong

2023

Humanit Soc Sci Commun

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Research evidence suggests that communication is a powerful tool for influencing public opinion and attitudes toward various health-related issues, such as vaccine reluctance, provided it is well-designed and thoughtfully conducted. In particular, social marketing techniques that alter the target audience’s behaviors for the public good can substantially improve vaccine uptake if adopted as a communication strategy in immunization programs to counter public hesitancy. This study presents evidence from the Korean government’s current coronavirus disease 2019 (COVID-19) vaccination campaign, which successfully applied a social marketing approach. By the end of August 2022, South Korea had achieved high vaccine coverage, with 94.8% of the population (12+) receiving a second dose, 71.3% a third dose, and a fourth dose drive currently underway. There are five crucial factors to consider when preparing official communication for an immunization program: (i) a high degree of proactiveness, (ii) credibility, (iii) fighting misinformation, (iv) emphasizing social norms and prosocial behavior, and (v) coherence. Although using social marketing strategies may not be successful in all circumstances, the lessons learned and current implementation in Korea suggest their efficacy in fostering vaccine acceptance. This study offers valuable insights for government agencies and global public health practitioners to develop effective targeted campaign strategies that enhance the target population’s vaccination intention.

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Characterizing Public Sentiments and Drug Interactions during COVID-19: A Pretrained Language Model and Network Analysis of Social Media Discourse

Li,

Hua,

Zhou

et al. 2024

Preprint

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ObjectiveHarnessing drug-related data posted on social media in real time can offer insights into how the pandemic impacts drug use and monitor misinformation. This study developed a natural language processing (NLP) pipeline tailored for the analysis of social media discourse on COVID-19 related drugs.MethodsThis study constructed a full pipeline for COVID-19 related drug tweet analysis, utilizing pre-trained language model-based NLP techniques as the backbone. This pipeline is architecturally composed of four core modules: named entity recognition (NER) and normalization to identify medical entities from relevant tweets and standardize them to uniform medication names, target sentiment analysis (TSA) to reveal sentiment polarities associated with the entities, topic modeling to understand underlying themes discussed by the population, and drug network analysis to potential adverse drug reactions (ADR) and drug-drug interactions (DDI). The pipeline was deployed to analyze tweets related to COVID-19 and drug therapies between February 1, 2020, and April 30, 2022.ResultsFrom a dataset comprising 2,124,757 relevant tweets sourced from 1,800,372 unique users, our NER model identified the top five most-discussed drugs: Ivermectin, Hydroxychloroquine, Remdesivir, Zinc, and Vitamin D. Sentiment and topic analysis revealed that public perception was predominantly shaped by celebrity endorsements, media hotspots, and governmental directives rather than empirical evidence of drug efficacy. Co-occurrence matrices and complex network analysis further identified emerging patterns of DDI and ADR that could be critical for public health surveillance like better safeguarding public safety in medicines use.ConclusionThis study evidences that an NLP-based pipeline can be a robust tool for large-scale public health monitoring and can offer valuable supplementary data for traditional epidemiological studies concerning DDI and ADR. The framework presented here aspires to serve as a cornerstone for future social media-based public health analytics.

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Catch the tweet to fight the flu: Using Twitter to promote flu shots on a college campus

Cited by 10 publications

References 77 publications

Increasing Seasonal Influenza Vaccination among University Students: A Systematic Review of Programs Using a Social Marketing Perspective

Increasing Seasonal Influenza Vaccination among University Students: A Systematic Review of Programs Using a Social Marketing Perspective

COVID-19 vaccine communication and advocacy strategy: a social marketing campaign for increasing COVID-19 vaccine uptake in South Korea

Characterizing Public Sentiments and Drug Interactions during COVID-19: A Pretrained Language Model and Network Analysis of Social Media Discourse

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