Maris, R., Dorner, Z., Hess, S. orcid.org/0000-0002-3650-2518 et al. (1 more author) (2025) Social Media and the Evolution of Vaccine Preferences During the COVID-19 Pandemic: Discrete Choice Experiment. JMIR Infodemiology, 5. e66081. ISSN 2564-1891
Abstract
Background: Vaccine information and misinformation are spread through social media in ways that may vary by platform. Understanding the role social media plays in shaping vaccine preferences is crucial for policymakers and researchers.
Objective: This study aims to test whether social media use is associated with changes in vaccine preferences during the COVID-19 pandemic in New Zealand, and whether trust in sources of information has a moderating role.
Methods: Our data consist of a balanced panel of 257 web-based respondents in New Zealand in August 2020, October-November 2020, and March-April 2021. We use a novel approach with stated choice panel data to study transitions between different vaccine preference groups. We analyze the associations between these transitions and social media use. We classify respondents as resistant (never chose a vaccine), hesitant (chose a vaccine between 1 and 5 times), and provaccine (chose a vaccine 6 out of 6 times) in each wave of data.
Results: We found a positive or neutral association between social media use and vaccine uptake. Facebook, Twitter (pre-2022), and TikTok users who are provaccine are less likely to become hesitant or resistant. Facebook and Instagram users who are hesitant are more likely to become pro. Some social media platforms may have a more positive association with vaccine uptake preferences for those who do not trust the government.
Conclusions: The paper contributes to the wider literature, which shows social media can be associated with reinforcing both pro and antivaccination sentiment, and these results depend on where individuals get their information from and their trust in such sources.
Metadata
Item Type: | Article |
---|---|
Authors/Creators: |
|
Copyright, Publisher and Additional Information: | © Robbie Maris, Zack Dorner, Stephane Hess, Steven Tucker. This is an open access article under the terms of the Creative Commons Attribution License (CC-BY 4.0), which permits unrestricted use, distribution and reproduction in any medium, provided the original work is properly cited. |
Keywords: | health information sources; social media; COVID-19; SARS-COV-2; respiratory; infectious; pulmonary; pandemic; vaccination; stated preferences; attitude; perspective; discrete choice experiment; misinformation; global pandemic; sentiment analysis; social listening; public health |
Dates: |
|
Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Environment (Leeds) > Institute for Transport Studies (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 27 Jun 2025 09:59 |
Last Modified: | 27 Jun 2025 09:59 |
Status: | Published |
Publisher: | JMIR Publications |
Identification Number: | 10.2196/66081 |
Related URLs: | |
Sustainable Development Goals: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:228367 |