Social Media and the Evolution of Vaccine Preferences During the COVID-19 Pandemic: Discrete Choice Experiment
Abstract BackgroundVaccine information and misinformation are spread through social media in ways that may vary by platform. Understanding the role social media plays in shaping vaccine preferences is crucial for policymakers and researchers. ObjectiveThis study ai...
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JMIR Publications
2025-05-01
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| Series: | JMIR Infodemiology |
| Online Access: | https://infodemiology.jmir.org/2025/1/e66081 |
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| author | Robbie Maris Zack Dorner Stephane Hess Steven Tucker |
| author_facet | Robbie Maris Zack Dorner Stephane Hess Steven Tucker |
| author_sort | Robbie Maris |
| collection | DOAJ |
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Abstract
BackgroundVaccine information and misinformation are spread through social media in ways that may vary by platform. Understanding the role social media plays in shaping vaccine preferences is crucial for policymakers and researchers.
ObjectiveThis study aims to test whether social media use is associated with changes in vaccine preferences during the COVID-19 pandemic in New Zealand, and whether trust in sources of information has a moderating role.
MethodsOur data consist of a balanced panel of 257 web-based respondents in New Zealand in August 2020, October-November 2020, and March-April 2021. We use a novel approach with stated choice panel data to study transitions between different vaccine preference groups. We analyze the associations between these transitions and social media use. We classify respondents as resistant (never chose a vaccine), hesitant (chose a vaccine between 1 and 5 times), and provaccine (chose a vaccine 6 out of 6 times) in each wave of data.
ResultsWe found a positive or neutral association between social media use and vaccine uptake. Facebook, Twitter (pre-2022), and TikTok users who are provaccine are less likely to become hesitant or resistant. Facebook and Instagram users who are hesitant are more likely to become pro. Some social media platforms may have a more positive association with vaccine uptake preferences for those who do not trust the government.
ConclusionsThe paper contributes to the wider literature, which shows social media can be associated with reinforcing both pro and antivaccination sentiment, and these results depend on where individuals get their information from and their trust in such sources. |
| format | Article |
| id | doaj-art-a4e37809e3ef438e82d1a820dcedcbd6 |
| institution | DOAJ |
| issn | 2564-1891 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | JMIR Publications |
| record_format | Article |
| series | JMIR Infodemiology |
| spelling | doaj-art-a4e37809e3ef438e82d1a820dcedcbd62025-08-20T02:39:35ZengJMIR PublicationsJMIR Infodemiology2564-18912025-05-015e66081e6608110.2196/66081Social Media and the Evolution of Vaccine Preferences During the COVID-19 Pandemic: Discrete Choice ExperimentRobbie Marishttp://orcid.org/0000-0001-9845-4606Zack Dornerhttp://orcid.org/0000-0003-4216-6714Stephane Hesshttp://orcid.org/0000-0002-3650-2518Steven Tuckerhttp://orcid.org/0000-0002-5273-8096 Abstract BackgroundVaccine information and misinformation are spread through social media in ways that may vary by platform. Understanding the role social media plays in shaping vaccine preferences is crucial for policymakers and researchers. ObjectiveThis study aims to test whether social media use is associated with changes in vaccine preferences during the COVID-19 pandemic in New Zealand, and whether trust in sources of information has a moderating role. MethodsOur data consist of a balanced panel of 257 web-based respondents in New Zealand in August 2020, October-November 2020, and March-April 2021. We use a novel approach with stated choice panel data to study transitions between different vaccine preference groups. We analyze the associations between these transitions and social media use. We classify respondents as resistant (never chose a vaccine), hesitant (chose a vaccine between 1 and 5 times), and provaccine (chose a vaccine 6 out of 6 times) in each wave of data. ResultsWe found a positive or neutral association between social media use and vaccine uptake. Facebook, Twitter (pre-2022), and TikTok users who are provaccine are less likely to become hesitant or resistant. Facebook and Instagram users who are hesitant are more likely to become pro. Some social media platforms may have a more positive association with vaccine uptake preferences for those who do not trust the government. ConclusionsThe paper contributes to the wider literature, which shows social media can be associated with reinforcing both pro and antivaccination sentiment, and these results depend on where individuals get their information from and their trust in such sources.https://infodemiology.jmir.org/2025/1/e66081 |
| spellingShingle | Robbie Maris Zack Dorner Stephane Hess Steven Tucker Social Media and the Evolution of Vaccine Preferences During the COVID-19 Pandemic: Discrete Choice Experiment JMIR Infodemiology |
| title | Social Media and the Evolution of Vaccine Preferences During the COVID-19 Pandemic: Discrete Choice Experiment |
| title_full | Social Media and the Evolution of Vaccine Preferences During the COVID-19 Pandemic: Discrete Choice Experiment |
| title_fullStr | Social Media and the Evolution of Vaccine Preferences During the COVID-19 Pandemic: Discrete Choice Experiment |
| title_full_unstemmed | Social Media and the Evolution of Vaccine Preferences During the COVID-19 Pandemic: Discrete Choice Experiment |
| title_short | Social Media and the Evolution of Vaccine Preferences During the COVID-19 Pandemic: Discrete Choice Experiment |
| title_sort | social media and the evolution of vaccine preferences during the covid 19 pandemic discrete choice experiment |
| url | https://infodemiology.jmir.org/2025/1/e66081 |
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