Social media influencers can be used to deliver positive information about the flu vaccine: findings from a multi-year study.

ABSTRACT: Large-scale digital flu vaccine campaigns have experienced difficulty increasing vaccination coverage among African Americans and Hispanics, and are routinely inundated by negative responses from vaccine opponents. A digital campaign employing user-generated content from social media 'micro' influencers who are predominantly followed by African Americans and Hispanics was implemented during the 2018-19 and 2019-20 flu seasons to disseminate positive information about the flu vaccine. At the time, this constituted the largest influencer-driven health campaign focused on these communities in the United States. Comments on posts were qualitatively coded to determine content perceptions among those exposed to posts. Digital metrics were also analyzed. During Year 1, posts reached 9 million+ so

SUBMITTER: Bonnevie E 

PROVIDER: S-EPMC8411386 | biostudies-literature | 2021 Jul

REPOSITORIES: biostudies-literature