Dataset Information

Using social media influencers to increase knowledge and positive attitudes toward the flu vaccine.

ABSTRACT: Seasonal influenza affects millions of people across the United States each year. African Americans and Hispanics have significantly lower vaccination rates, and large-scale campaigns have had difficulty increasing vaccination among these two groups. This study assessed the feasibility of delivering a flu vaccination promotion campaign using influencers, and examined shifts in social norms regarding flu vaccine acceptability after a social media micro influencer campaign. Influencers were asked to choose from vetted messages and create their own original content promoting flu vaccination, which was posted to their social media pages. Content was intentionally unbranded to ensure that it aligned with the look and feel of their pages. Cross-sectional pre- and post-campaign surveys were conducted within regions that received the campaign and control regions to examine potential campaign impact. Digital metrics assessed campaign exposure. Overall, 117 influencers generated 69,495 engagements. Results from the region that received the campaign showed significant increases in positive beliefs about the flu vaccine, and significant decreases in negative community attitudes toward the vaccine. This study suggests that flu campaigns using a ground-up rather than top-down approach can feasibly reach at-risk groups with lower vaccination rates, and shows the potentials of using an influencer-based model to communicate information about flu vaccination on a large scale.

SUBMITTER: Bonnevie E

PROVIDER: S-EPMC7567389 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature

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Using social media influencers to increase knowledge and positive attitudes toward the flu vaccine.

Bonnevie Erika E Rosenberg Sarah D SD Kummeth Caitlin C Goldbarg Jaclyn J Wartella Ellen E Smyser Joe J

PloS one 20201016 10

Seasonal influenza affects millions of people across the United States each year. African Americans and Hispanics have significantly lower vaccination rates, and large-scale campaigns have had difficulty increasing vaccination among these two groups. This study assessed the feasibility of delivering a flu vaccination promotion campaign using influencers, and examined shifts in social norms regarding flu vaccine acceptability after a social media micro influencer campaign. Influencers were asked ...[more]

PMID: 33064738

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Project description:BackgroundWhile anti-vaccine messages on social media have been studied for content, reach, and effectiveness, less is known about those who create and promote the messages. Online influencers, or 'everyday people who are influential within their online social networks', are viewed as trusted voices who are often making similar life decisions as their followers. Therefore, their experiences with and perspectives on health issues can be persuasive.MethodsWe collaborated with a formal network of online influencers to interview, using a semi-structured interview guide, vaccine hesitant influencer mothers about their views on vaccination; their process for developing health-related social media content; their motivation to promote anti-vaccine messages; and their opinions on current vaccination messaging. Prescreening ensured a diverse sample by race/ethnicity, age, education, number of children, and geographic residence. Interviews occurred by telephone, were audio recorded, and transcribed. Themes were generated independently by two coders using a deductive coding approach.ResultsWe interviewed 15 online influencer mothers from across the U.S. (average age 39 years old; all married; 13 Caucasian, 1 African American, 1 Hispanic). In some capacity, 5 of the 15 wrote about vaccination on their blog. Those who chose not to post anti-vaccine content did so for fear of alienating followers or having their platform be the site of combative discourse among readers. When researching their social media posts, the influencers did not trust mainstream sources of health information and relied on alternative sources and search engines.ImplicationsThis exploratory study interviewed influential mothers who have the ability to spread anti-vaccine messages on social media. While most do not contribute to the anti-vaccine sentiment, understanding the motivation and practices of those that do assists the public health community in better understanding the online vaccination communication environment, leading to more effective messages to counterbalance anti-vaccine content on social media.

Project description:Recent studies suggest that adolescents are spending significant amounts of time on social media. Brands are taking advantage of this fact and actively using social media to reach adolescent consumers, primarily via social media influencers. Adolescents consider the sponsored brand posts by social media influencers to be trustworthy and honest, thus reducing their critical evaluation of the ads. While several researchers have pointed to the critical role that parents play in their adolescents becoming digitally literate and empowered, there is little understanding of parental views and drivers of parental views on social media influencers and means by which they mediate their adolescents' exposure to social media influencers. Our specific research questions are the following: (a) How does parents' use of social media relate to their attitudes toward and mediation of social media influencers? (b) What is the role of psychological empowerment in enabling the relationship? Through a survey of approximately 200 mothers of adolescents (between the ages of 11 and 17 years), we examine how parents' social media usage (active or passive) is related to their views toward social media influencers and mediation of social media influencers. We find that active (vs. passive) use of social media by parents led them to significantly (vs. not significantly) mediate social media influencers' impact. Passive (vs. active) use of social media led to parents having a significant (vs. not significant) positive view of social media influencers. We explain this direct relationship by the level and kind of psychological empowerment (intrapersonal or interactional) that a parent experiences. Intrapersonal empowerment is related to self-efficacy, perceived competence, and desire for control, whereas interactional empowerment is related to an individual's engagement in collective action and interactions with others. We find that active use of parental mediation increases intrapersonal empowerment resulting in parental mediation of social media influencers but has no effect on their positive or negative views on social media influencers. Moreover, passive use of social media results in interactional empowerment but has no significant impact on parental mediation but is related to positive views of social media influencers. Implications for regulators, practitioners, and parents are then discussed.

Project description:BackgroundAlthough primarily used for social networking and often used for social support and dissemination, data on social media platforms are increasingly being used to facilitate research. However, the ethical challenges in conducting social media research remain of great concern. Although much debated in the literature, it is the views of the public that are most pertinent to inform future practice.ObjectiveThe aim of our study was to ascertain attitudes on the ethical considerations of using social media as a data source for research as expressed by social media users and researchers.MethodsA systematic review was conducted, wherein 16 databases and 2 Internet search engines were searched in addition to handsearching, reference checking, citation searching, and contacting authors and experts. Studies that conducted any qualitative methods to collect data on attitudes on the ethical implications of research using social media were included. Quality assessment was conducted using the quality of reporting tool (QuaRT) and findings analyzed using inductive thematic synthesis.ResultsIn total, 17 studies met the inclusion criteria. Attitudes varied from overly positive with people expressing the views about the essential nature of such research for the public good, to very concerned with views that social media research should not happen. Underlying reasons for this variation related to issues such as the purpose and quality of the research, the researcher affiliation, and the potential harms. The methods used to conduct the research were also important. Many respondents were positive about social media research while adding caveats such as the need for informed consent or use restricted to public platforms only.ConclusionsMany conflicting issues contribute to the complexity of good ethical practice in social media research. However, this should not deter researchers from conducting social media research. Each Internet research project requires an individual assessment of its own ethical issues. Guidelines on ethical conduct should be based on current evidence and standardized to avoid discrepancies between, and duplication across, different institutions, taking into consideration different jurisdictions.

Project description:Limited access to corneal tissue for transplantation remains a challenge in many parts of the world. To date, little attention has been paid to the problem of the cornea donor shortage in Poland, where the number of waiting patients exceeds the number of transplants performed three-fold. The aim of this study was to assess the knowledge and willingness towards participating in corneal donation among different social groups in Poland. This prospective, cross-sectional study was conducted among health professionals, medical students, clerics, teachers, journalists, employees and patients of the District Railway Hospital in Katowice. Online and paper questionnaires were used to collect socio-demographic data and information regarding awareness of, knowledge about and attitudes toward corneal donation. For health professionals and medical students, the questionnaires contained additional questions concerning knowledge and solutions for expanding the donor pool. Descriptive analysis and associations were evaluated using the chi2 test. In the survey, 1026 participants took part, including 370 (36.06%, group 1) health professionals and 656 (63.94%, group 2) participants from a non-medical field. A total of 330 (89.18%) from group 1 and 528 (80.49%) respondents from group 2 expressed willingness to donate their corneas. The main reason for refusal of donation in both groups was a lack of knowledge concerning eye donation (7.8%). A social campaign (64.6%) was the most frequently chosen solution for increasing the number of potential donors by health professionals and medical students. In the group of doctors, not knowing how to report a potential donor was chosen as the greatest source of difficulty in donor reporting (40%). In the present study, the willingness to donate one's eyes was substantial in both groups. Social campaigns and improving knowledge concerning the donor reporting process among health professionals might be beneficial in expanding the donor pool.

Dataset Information

Using social media influencers to increase knowledge and positive attitudes toward the flu vaccine.

Publications

Using social media influencers to increase knowledge and positive attitudes toward the flu vaccine.

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