Promoting Social Distancing and COVID-19 Vaccine Intentions to Mothers: Randomized Comparison of Information Sources in Social Media Messages.

IF 3.5 Q1 HEALTH CARE SCIENCES & SERVICES
JMIR infodemiology Pub Date : 2022-08-23 eCollection Date: 2022-07-01 DOI:10.2196/36210
David Buller, Barbara Walkosz, Kimberly Henry, W Gill Woodall, Sherry Pagoto, Julia Berteletti, Alishia Kinsey, Joseph Divito, Katie Baker, Joel Hillhouse
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引用次数: 0

Abstract

Background: Social media disseminated information and spread misinformation during the COVID-19 pandemic that affected prevention measures, including social distancing and vaccine acceptance.

Objective: In this study, we aimed to test the effect of a series of social media posts promoting COVID-19 nonpharmaceutical interventions (NPIs) and vaccine intentions and compare effects among 3 common types of information sources: government agency, near-peer parents, and news media.

Methods: A sample of mothers of teen daughters (N=303) recruited from a prior trial were enrolled in a 3 (information source) × 4 (assessment period) randomized factorial trial from January to March 2021 to evaluate the effects of information sources in a social media campaign addressing NPIs (ie, social distancing), COVID-19 vaccinations, media literacy, and mother-daughter communication about COVID-19. Mothers received 1 social media post per day in 3 randomly assigned Facebook private groups, Monday-Friday, covering all 4 topics each week, plus 1 additional post on a positive nonpandemic topic to promote engagement. Posts in the 3 groups had the same messages but differed by links to information from government agencies, near-peer parents, or news media in the post. Mothers reported on social distancing behavior and COVID-19 vaccine intentions for self and daughter, theoretic mediators, and covariates in baseline and 3-, 6-, and 9-week postrandomization assessments. Views, reactions, and comments related to each post were counted to measure engagement with the messages.

Results: Nearly all mothers (n=298, 98.3%) remained in the Facebook private groups throughout the 9-week trial period, and follow-up rates were high (n=276, 91.1%, completed the 3-week posttest; n=273, 90.1%, completed the 6-week posttest; n=275, 90.8%, completed the 9-week posttest; and n=244, 80.5%, completed all assessments). In intent-to-treat analyses, social distancing behavior by mothers (b=-0.10, 95% CI -0.12 to -0.08, P<.001) and daughters (b=-0.10, 95% CI -0.18 to -0.03, P<.001) decreased over time but vaccine intentions increased (mothers: b=0.34, 95% CI 0.19-0.49, P<.001; daughters: b=0.17, 95% CI 0.04-0.29, P=.01). Decrease in social distancing by daughters was greater in the near-peer source group (b=-0.04, 95% CI -0.07 to 0.00, P=.03) and lesser in the government agency group (b=0.05, 95% CI 0.02-0.09, P=.003). The higher perceived credibility of the assigned information source increased social distancing (mothers: b=0.29, 95% CI 0.09-0.49, P<.01; daughters: b=0.31, 95% CI 0.11-0.51, P<.01) and vaccine intentions (mothers: b=4.18, 95% CI 1.83-6.53, P<.001; daughters: b=3.36, 95% CI 1.67-5.04, P<.001). Mothers' intentions to vaccinate self may have increased when they considered the near-peer source to be not credible (b=-0.50, 95% CI -0.99 to -0.01, P=.05).

Conclusions: Decreasing case counts, relaxation of government restrictions, and vaccine distribution during the study may explain the decreased social distancing and increased vaccine intentions. When promoting COVID-19 prevention, campaign planners may be more effective when selecting information sources that audiences consider credible, as no source was more credible in general.

Trial registration: ClinicalTrials.gov NCT02835807; https://clinicaltrials.gov/ct2/show/NCT02835807.

Abstract Image

促进社会距离和母亲的 COVID-19 疫苗接种意向:社交媒体信息中信息来源的随机比较。
背景:在 COVID-19 大流行期间,社交媒体传播了信息并散布了错误信息,影响了预防措施,包括社会距离和疫苗接受度:在 COVID-19 大流行期间,社交媒体传播的信息和错误信息影响了预防措施,包括社会疏远和疫苗接受度:在本研究中,我们旨在测试一系列宣传 COVID-19 非药物干预措施 (NPI) 和疫苗意向的社交媒体帖子的效果,并比较三种常见信息来源(政府机构、近亲父母和新闻媒体)的效果:2021年1月至3月,一项3(信息源)×4(评估期)的随机因子试验对从先前试验中招募的少女母亲(N=303)进行了抽样调查,以评估社交媒体活动中信息源对非药物干预(即社会疏远)、COVID-19疫苗接种、媒体素养和母女间关于COVID-19的沟通的影响。周一至周五,母亲们每天都会在 3 个随机分配的 Facebook 私人群组中收到 1 篇社交媒体帖子,每周涵盖所有 4 个主题,另外还有 1 篇关于积极的非流行病主题的帖子,以促进参与。3 个群组的帖子信息相同,但帖子中的政府机构、近亲父母或新闻媒体的信息链接不同。在基线和随机化后 3、6 和 9 周的评估中,母亲们报告了自己和女儿的社会疏远行为和 COVID-19 疫苗接种意向、理论中介因素以及协变量。对每个帖子的浏览量、反应和评论进行统计,以衡量信息的参与度:几乎所有母亲(298 人,98.3%)在为期 9 周的试验期间都留在了 Facebook 私人群组中,随访率也很高(276 人,91.1% 完成了 3 周后的测试;273 人,90.1% 完成了 6 周后的测试;275 人,90.8% 完成了 9 周后的测试;244 人,80.5% 完成了所有评估)。在意向治疗分析中,母亲的社交疏远行为(b=-0.10,95% CI -0.12至-0.08,PPPP=0.01)。在近亲来源组中,女儿社会疏远行为的减少幅度更大(b=-0.04,95% CI -0.07-0.00,P=.03),而在政府机构组中,女儿社会疏远行为的减少幅度较小(b=0.05,95% CI 0.02-0.09,P=.003)。指定信息来源的可信度越高,社会距离感就越强(母亲:b=0.29,95% CI 0.09-0.49,PPPPP=.05):研究期间病例数的减少、政府限制的放宽以及疫苗的分发可能是社会距离减少和疫苗接种意向增加的原因。在宣传 COVID-19 预防措施时,活动策划者在选择受众认为可信的信息来源时可能会更有效,因为总体而言,没有任何信息来源更可信:试验注册:ClinicalTrials.gov NCT02835807;https://clinicaltrials.gov/ct2/show/NCT02835807。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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