Behaviorally informed digital campaigns and their association with social media engagement and COVID-19 vaccine uptake in Belize.

ABSTRACT:

Background

Increasing vaccination coverage was key to curbing the COVID-19 pandemic globally. However, lack of trust in the vaccine and fear of side effects in regions like the Caribbean resulted in a low uptake despite enough vaccine supply.

Methods

We conducted two correlational analyses and one experiment between five sequential behaviorally informed Facebook campaigns, social media performance outcomes, and district-level vaccination data. First, we ran multivariate linear regression models to estimate the mean differences between the campaigns in (i) social media performance ("Clicks" and "Engagement") and (ii) COVID-19 vaccination uptake at the district level. "Clicks" were measured by the number of people who clicked on the respective Facebook advert and visited the o

SUBMITTER: Daga G 

PROVIDER: S-EPMC11622853 | biostudies-literature | 2024 Oct

REPOSITORIES: biostudies-literature