The role of digital media campaigns in removing fears related to COVID-19 vaccine - A field study

Aref, Ahmed

doi:10.21608/jsb.2023.203217.1582

The role of digital media campaigns in removing fears related to COVID-19 vaccine - A field study

Document Type : Original Article

Author

Ahmed Aref

Faculty of mass communication Alazhar University

10.21608/jsb.2023.203217.1582

Abstract

The study sought to determine the effect of the Ministry of Health's digital campaign on removing fear and hesitation among the Egyptian public towards the COVID-19 vaccine, as well as the extent of the effectiveness of this campaign in influencing the public's behavior toward receiving the vaccine, by relying on The Planned Behavior Theory and the model of beliefs and ideas. The Health Belief Model (HBM), which was applied through the questionnaire form to a purposive sample of 400 respondents, the most important results of the study were that the public who always follows the campaign was in first place with a percentage of 51.50%, and the study also found that the public depends mainly on the account of the Ministry of Health on Facebook to follow the campaign with a rate of 41.50%, followed by television with a rate of 14.50%, With regard to attitude of respondents toward vaccine, "the campaign contributed to removing concerns about the side effects of the vaccine," with a mean 2.6025. in addition to the presence of statistically significant differences between the variable of marital status and the removal of the factor of fear among the audience understudy towards the vaccine after following the campaign together - we are assured in favor of married couples, in addition, there is a direct positive relationship between the public's perception of the advantages and benefits of the vaccine and the public's behavior towards receiving the vaccine.

Keywords

Main Subjects

Advertising

References

- Guendalina Graffigna. (2020). “#I-Am-Engaged”: Conceptualization and First Implementation of a Multi-Actor Participatory, Co-designed Social Media Campaign to Raise Italians Citizens’ Engagement in Preventing the Spread of COVID-19 Virus. Front. Psychol. 11:567101

- Hani Al-Dmour. (2020). Influence of Social Media Platforms on Public Health Protection Against the COVID-19 Pandemic via the Mediating Effects of Public Health Awareness and Behavioral Changes: Integrated Model. J Med Internet Res 2020;22(8):e19996.

- Hua Wang. (2019). Social media fandom for health promotion? Insights from East Los High, a transmedia edutainment initiative. SEARCH Journal of Media and Communication Research. 11(1), 2019, 1-14.

- Bruno Urrea. (2015). Mobile Health Initiatives to Improve Outcomes in Primary Prevention of Cardiovascular Disease. Curr Treat Options Cardio Med (2015) 17: 59.

- Preeti Tarkar. (2023). Predicting intentions to get the COVID-19 vaccine in India: An integration of theory of planned behaviour and health belief model. Int J Health Plann Mgmt. 2023; 38:214–238.

- Dogan Gursoy. (2022). Effectiveness of message framing in changing COVID-19 vaccination intentions: Moderating role of travel desire. Tourism Management 90 (2022) 104468.

- Andrew Chadwick. (2021). Online Social Endorsement and Covid-19 Vaccine Hesitancy in the United Kingdom. Social Media + Society. April-June 2021: 1–17

^- Faheem Ahamed. (2021). Understanding perception and acceptance of Sinopharm vaccine and vaccination against COVID–19 in the UAE. BMC Public Healt. (2021) 21:1602.

- Erika Bonnevie. (2021). Social media influencers can be used to deliver positive information about the flu vaccine: findings from a multi-year study. HEALTH EDUCATION RESEARCH. Vol.36 no.3 2021 .Pages 286–294.

- Matthew F. Daley. (2021). Using social media to Increase Vaccine Acceptance. ACADEMIC PEDIATRICS. 21(4). 1-4.

- Mosa Shibani. (2021). COVID-19 vaccination acceptance among Syrian population: a nationwide cross-sectional study. BMC Public Health. 21(4).

- Benis, A.; Seidmann, A.; Ashkenazi, S. (2021). Reasons for Taking the COVID-19 Vaccine by US Social Media Users. Vaccines, 9, 315.

-Kojo Kakra Twum. (2021). Intention to Vaccinate against COVID-19: a Social Marketing perspective using the Theory of Planned Behavior and Health Belief Model. Journal of Social Marketing Vol. 11 No. 4. pp. 549-574

-Bonnevie E, Rosenberg SD, Kummeth C, Goldbarg J, Wartella E, Smyser J (2020) Using social media influencers to increase knowledge and positive attitudes toward the flu vaccine. PLoS ONE 15(10): e0240828.

-Khalid A Al-Regaiey. (2020). Influence of social media on parents’ attitudes towards vaccine administration. HUMAN VACCINES & IMMUNOTHERAPEUTICS. 3(1). 1-12.

- Preeti Tarkar. (2023). Predicting intentions to get the COVID-19 vaccine in India: An integration of theory of planned behavior and health belief model. Int J Health Plann Mgmt. 2023; 38:214–238.

- Goruntla N, Chintamani SH, Bhanu P, et al. Predictors of acceptance and willingness to pay for the COVID-19 vaccine in the general public of India: a health belief model approach. Asian Pacific J Tropical Med. 2021;14(4):165

- Sabrina O. SIHOMBING. (2021). The Integration of social media to the Theory of Planned Behavior: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business Vol 8 No 5 (2021) 0445–0454

- Hagger, M. S. (2019). The reasoned action approach and the theories of reasoned action and planned behavior. In: Dunn, D. S. (Ed.), Oxford Bibliographies in Psychology. New York, NY: Oxford University Press.