The Association Between Dissemination and Characteristics of Pro-/Anti-COVID-19 Vaccine Messages on Twitter: Application of the Elaboration Likelihood Model.

ABSTRACT:

Background

Messages on one's stance toward vaccination on microblogging sites may affect the reader's decision on whether to receive a vaccine. Understanding the dissemination of provaccine and antivaccine messages relating to COVID-19 on social media is crucial; however, studies on this topic have remained limited.

Objective

This study applies the elaboration likelihood model (ELM) to explore the characteristics of vaccine stance messages that may appeal to Twitter users. First, we examined the associations between the characteristics of vaccine stance tweets and the likelihood and number of retweets. Second, we identified the relative importance of the central and peripheral routes in decision-making on sharing a message.

Methods

English-language tweets from the Uni

SUBMITTER: Saini V 

PROVIDER: S-EPMC9239316 | biostudies-literature | 2022 Jan-Jun

REPOSITORIES: biostudies-literature