How Does Social Media Influence People to Get Vaccinated? The Elaboration Likelihood Model of a Person’s Attitude and Intention to Get COVID-19 Vaccines

Abstract

The global COVID-19 mass vaccination program has created a polemic amongst pro- and anti-vaccination groups on social media. However, the working mechanism on how the shared information might influence an individual decision to be vaccinated is still limited. This study embarks on adopting the elaboration likelihood model (ELM) framework. We examined the function of central route factors (information completeness and information accuracy) as well as peripheral route factors (experience sharing and social pressure) in influencing attitudes towards vaccination and the intention to obtain the vaccine. We use a factorial design to create eight different scenarios in the form of Twitter posts to test the interaction and emulate the situation on social media. In total, 528 respondents were involved in this study. Findings from this study indicated that both the central route and peripheral route significantly influence individually perceived informativeness and perceived persuasiveness. Consequently, these two factors significantly influence attitude towards vaccination and intention to obtain the vaccine. According to the findings, it is suggested that, apart from evidence-based communication, the government or any interested parties can utilize both experience sharing and social pressure elements to increase engagement related to COVID-19 vaccines on social media, such as Twitter.

COVID-19 vaccine hesitancy: A narrative review of four South Asian countries

“…To clarify unfavorable public perceptions against the vaccination, an effective communication campaign engaging community members should be planned and conducted. Furthermore, it is paramount to ensure that accurate information on the COVID-19 vaccine procedure is constantly disseminated via effective media channels, such as the internet, TV news, and social media websites ( 39 ). Through these outlets, public health messages emphasizing faith in vaccination safety, efficacy, and benefits can be quite helpful.…”

Society’s Perspective on Implementation of Vaccination at the Semarang Vaccination Centers

“…This finding is in line with the research on the elaboration likelihood model (ELM) framework, in which social media significantly influences one's informative and persuasive perceptions about attitudes and intentions to do vaccines. [22] In addition, social media has an important role in sharing information about COVID-19, however, the accuracy and credibility of the information published needs to be questioned. [23] The society who received COVID-19 vaccination services at the Semarang vaccination center, both men and women, were satisfied because the services received were appropriate with what was expected.…”

Mass Media Use to Learn About COVID-19 and the Non-intention to Be Vaccinated Against COVID-19 in Latin America and Caribbean Countries

“…Furthermore, alternative information sources pose a notable threat to vaccination intent against COVID-19 ( 32 ). In the context of vaccination against COVID-19, a study evaluated that mechanisms such as the perception of information and persuasion of the individual affect attitudes toward vaccination ( 44 ). This is based on the influence of the completeness of the information, the veracity of the information, as well as the exchange of experiences and social pressure on the individual attitude of people, representing important aspects in the dissemination of information ( 44 ).…”