Argyris Young Anna, Nelson Victoria R, Wiseley Kaleigh, Shen Ruoyu, Roscizewski Alexa
Department of Media & Information, Michigan State University, East Lansing, MI, United States.
Department of Advertising and Public Relations, Michigan State University, East Lansing, MI, United States.
Telemat Inform. 2023 Jan;76:101918. doi: 10.1016/j.tele.2022.101918. Epub 2022 Nov 19.
The COVID-19 pandemic has demonstrated the importance of large-scale campaigns to facilitate vaccination adherence. Social media presents unique opportunities to reach broader audiences and reduces the costs of conducting national or global campaigns aimed at achieving herd immunity. Nonetheless, few studies have reviewed the effectiveness of prior social media campaigns for vaccination adherence, and several prior studies have shown that social media campaigns do not increase uptake rates. Hence, our objective is to conduct a systematic review to examine the effectiveness of social media campaigns and to identify the reasons for the mixed results of prior studies. Our methodology began with a search of seven databases, which resulted in the identification of 92 interventions conducted over digital media. Out of these 92 studies, only 15 adopted social media campaigns for immunization. We analyzed these 15 studies, along with a coding scheme we developed based on reviews of both health interventions and social media campaigns. Multiple coders, who were knowledgeable about social media campaigns and healthcare, analyzed the 15 cases and obtained an acceptable level of inter-coder reliability (> .80). The results from our systematic review show that only a few social media campaigns have succeeded in enhancing vaccination adherence. In addition, few campaigns have utilized known critical success factors of social media to induce vaccination adherence. Based on these findings, we discuss a set of research questions that informatics scholars should consider when identifying opportunities for using social media to resolve one of the most resilient challenges in public health. Finally, we conclude by discussing how the insights drawn from our systematic reviews contribute to advancing theories, such as social influence and the health belief model, into the realm of social media-based health interventions.
新冠疫情已证明大规模活动对于促进疫苗接种依从性的重要性。社交媒体提供了接触更广泛受众的独特机会，并降低了开展旨在实现群体免疫的全国性或全球性活动的成本。尽管如此，很少有研究回顾先前社交媒体活动在促进疫苗接种依从性方面的有效性，而且先前的一些研究表明社交媒体活动并未提高接种率。因此，我们的目标是进行一项系统综述，以检验社交媒体活动的有效性，并找出先前研究结果不一的原因。我们的方法首先是搜索七个数据库，结果确定了在数字媒体上开展的92项干预措施。在这92项研究中，只有15项采用了社交媒体活动来促进免疫接种。我们分析了这15项研究，并结合我们基于对健康干预措施和社交媒体活动的综述而制定的编码方案。多位熟悉社交媒体活动和医疗保健的编码人员对这15个案例进行了分析，并获得了可接受的编码人员间信度水平（>.80）。我们系统综述的结果表明，只有少数社交媒体活动成功提高了疫苗接种依从性。此外，很少有活动利用社交媒体已知的关键成功因素来促使人们坚持接种疫苗。基于这些发现，我们讨论了一组研究问题，信息学学者在确定利用社交媒体解决公共卫生领域最具挑战性问题之一的机会时应予以考虑。最后，我们通过讨论从系统综述中得出的见解如何有助于将社会影响和健康信念模型等理论推进到基于社交媒体的健康干预领域来得出结论。
