The Role of Health Belief Model Constructs and Content Creator Characteristics in Social Media Engagement: Insights from COVID-19 Vaccine Tweets.

ABSTRACT:

Introduction

The Health Belief Model (HBM) has been widely studied, but it is unclear how social media post creators use HBM constructs to influence the public's awareness of health topics, particularly for COVID-19 preventative health behaviors. Moreover, there is limited knowledge about how content creators enhance user engagement with COVID-19 vaccine tweets.

Methods

A content analysis of COVID-19 vaccine tweets (n = 362) examined how HBM constructs were used in social media posts and their relationship to content creator characteristics (e.g., race, education level) and user engagement behaviors (e.g., number of favorites).

Findings

Content creators' tweets about COVID-19-related topics generally centered on two HBM constructs-benefits and barriers-while fe

SUBMITTER: Jia X 

PROVIDER: S-EPMC11431524 | biostudies-literature | 2024 Sep

REPOSITORIES: biostudies-literature