COVID-19 vaccination: engagement behavior patterns and implications for public health service communication

IF 3.9 3区管理学 Q2 BUSINESS

Journal of Service Theory and Practice Pub Date : 2022-02-22 DOI:10.1108/jstp-08-2021-0184

J. Azer, M. Alexander

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引用次数: 4

Abstract

PurposeCOVID-19 vaccinations face a backdrop of widespread mistrust in their safety and effectiveness, specifically via social media platforms which constitute major barriers for the public health sector to manage COVID-19 (and future) pandemics. This study provides a more nuanced understanding of the public's engagement behavior toward COVID-19 vaccinations.Design/methodology/approachUsing Netnography, this study explores the public's interactions with vaccine communications by the WHO via Facebook. From WHO posts about the COVID-19 vaccination 23,726 public comments on Facebook were extracted and analyzed.FindingsBuilding on crisis communication, health and engagement literature, this paper identifies and conceptualizes seven patterns of engagement behavior toward the COVID-19 vaccination and develops the first framework of relationships between these patterns and the extant vaccine attitudes: vaccine acceptance, hesitancy and refusal.Practical implicationsThis paper helps policymakers identify and adapt interventions that increase vaccine confidence and tailor public health services communications accordingly.Originality/valueThis research offers the first typology of patterns of engagement behavior toward COVID-19 vaccinations and develops a framework of relationships between these patterns and the existing understanding in health literature. Finally, the study provides data-driven communication recommendations to public health service organizations.

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新冠肺炎疫苗接种：参与行为模式及其对公共卫生服务沟通的影响

COVID-19疫苗接种面临着人们对其安全性和有效性普遍不信任的背景，特别是通过社交媒体平台，这构成了公共卫生部门管理COVID-19(以及未来)大流行的主要障碍。这项研究更细致地了解了公众对COVID-19疫苗接种的参与行为。设计/方法/方法本研究使用网络图，探讨了公众与世卫组织通过Facebook进行的疫苗宣传的互动。从世卫组织关于COVID-19疫苗接种的帖子中提取并分析了Facebook上23,726条公众评论。在危机沟通、健康和参与文献的基础上，本文确定并概念化了COVID-19疫苗接种的七种参与行为模式，并建立了这些模式与现有疫苗态度(疫苗接受、犹豫和拒绝)之间关系的第一个框架。实际意义:本文帮助决策者识别和调整干预措施，提高疫苗信心，并相应地调整公共卫生服务沟通。原创性/价值本研究提供了COVID-19疫苗接种参与行为模式的第一个类型学，并建立了这些模式与卫生文献中现有理解之间关系的框架。最后，该研究为公共卫生服务机构提供了数据驱动的沟通建议。

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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来源期刊

Journal of Service Theory and Practice Multiple-

CiteScore

8.00

自引率

15.20%

发文量

期刊介绍： Formerly known as Managing Service Quality – Impact Factor: 1.286 (2015) – the Journal of Service Theory and Practice (JSTP) aims to publish research in the field of service management that not only makes a theoretical contribution to the service literature, but also scrutinizes and helps improve industry practices by offering specific recommendations and action plans to practitioners. Recognizing the importance of the service sector across the globe, the journal encourages submissions from and/or studying issues from around the world. JSTP gives prominence to research based on real world data, be it quantitative or qualitative. The journal also encourages the submission of strong conceptual and theoretical papers that make a substantive contribution to the scholarly literature in service management. JSTP publishes double-blind peer reviewed papers and encourages submissions from both academics and practitioners. The changing social structures and values, as well as new developments in economic, political, and technological fields are creating sea-changes in the philosophy, strategic aims, operational practices, and structures of many organizations. These changes are particularly relevant to the service sector, as public demand for high standards increases, and organizations fight for both market share and public credibility. The journal specifically addresses solutions to these challenges from a global, multi-cultural, and multi-disciplinary perspective.