Endorser Altruism Effects on Narrative Transportation in Video Ads

Augusto, Luísa; Santos, Sara; Santo, Pedro Espírito

doi:10.1007/978-981-16-9272-7_59

Cited by 2 publications

(1 citation statement)

References 35 publications

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“…Making health communication video ads has become a popular campaign communication channel (e.g., the role of microcelebrities during the COVID-19 pandemic) on YouTube [ 19 ]. A complex story can be simply understood in an eye-catching way with the help of a YouTube video campaign narrated and presented in an entertaining and informative manner [ 22 , 23 ]. This development explains why YouTube is influential in public service campaign advertising used to distribute promotional videos to educate people on the COVID-19 pandemic [ 24 ].…”

Section: Introductionmentioning

confidence: 99%

COVID-19 Vaccine Hesitancy: A Content Analysis of Nigerian YouTube Videos

2023

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Vaccination is key to developing herd immunity against COVID-19; however, the attitude of Nigerians towards being vaccinated stalled at the 70% vaccination target. This study engages Theory of Planned Behaviour to analyse the tone of Nigerian YouTube headlines/titles, and the tone of YouTube users’ comments to examine the causes of COVID-19 vaccine hesitancy. YouTube videos uploaded between March 2021 and December 2022 were analysed using a content analytic approach. Results show 53.5% of the videos had a positive tone, while 40.5% were negative, and 6% neutral. Second, findings indicate most of the Nigerian YouTube users’ comments were neutral (62.6%), while 32.4%, were negative, and 5% were positive. From the antivaccine themes, analysis shows the people’s lack of trust in the government on vaccines (15.7%) and the presence of vaccine conspiracy theories mostly related to expressions of religion and biotechnology (46.08%) were the main causes of COVID-19 vaccine hesitancy in Nigeria. The study presents implications for theory and recommends ways for governments to develop better vaccination communication strategies.

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