Understanding the messages and motivation of vaccine hesitant or refusing social media influencers.

ABSTRACT:

Background

While anti-vaccine messages on social media have been studied for content, reach, and effectiveness, less is known about those who create and promote the messages. Online influencers, or 'everyday people who are influential within their online social networks', are viewed as trusted voices who are often making similar life decisions as their followers. Therefore, their experiences with and perspectives on health issues can be persuasive.

Methods

We collaborated with a formal network of online influencers to interview, using a semi-structured interview guide, vaccine hesitant influencer mothers about their views on vaccination; their process for developing health-related social media content; their motivation to promote anti-vaccine messages; and their opinions on

SUBMITTER: Leader AE 

PROVIDER: S-EPMC8152170 | biostudies-literature | 2021 Jan

REPOSITORIES: biostudies-literature