To Share or Not to Share: A Framing Analysis of Paid Vaccine Advertisements on Facebook during COVID-19 and Pro-Vaccine Mothers’ Willingness to Promote Vaccines within Their Peer Networks

Abstract Two studies in this line of research explored paid vaccine-related advertisements on Facebook from March to May 2020 at the outset of COVID-19 and how this content could influence message sharing. Study 1 included a framing analysis of vaccine ads collected from the Facebook Ad Library. Overarching pro-vaccine frames included: (i) support for vaccines and (ii2) dual benefits – individual and community protection. On the other hand, anti-vaccine messages emphasized the necessity of individual liberty. COVID-19-specific frames included (i) vaccine development and politicization and (ii2) the pandemic as a tangible backdrop to illustrate the need for vaccines, holistically. Study 2 included interviews with vaccine-accepting mothers to understand their perceptions of the most prevalent ad frames identified in Study 1, through the lens of Source Credibility Theory, and their willingness to share these messages. Five overarching themes emerged. Relevant credibility cues included sponsor, image selection, spokesperson, wording, and attitude homophily. Key findings for advertising practitioners and public health communicators include the politicization of vaccines on Facebook, the need for neutral, credible sources and medical provider buy-in, and the need for a change in message emphasis. Notably, this research highlights the critical role of advertising platform selection to effectively promote vaccines on social media.