Using social media influencers to increase knowledge and positive attitudes toward the flu vaccine.
Using social media influencers to increase knowledge and positive attitudes toward the flu vaccine.
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DOI：
10.1371/journal.pone.0240828
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发表时间：
2020
期刊：
影响因子：
3.7
通讯作者：
Smyser J
中科院分区：
文献类型：
--
作者：
Bonnevie E;Rosenberg SD;Kummeth C;Goldbarg J;Wartella E;Smyser J
季节性流感每年影响美国数百万人。非洲裔美国人和西班牙裔美国人的疫苗接种率明显较低，大规模的运动难以增加这两个群体的疫苗接种。这项研究评估了使用影响者开展流感疫苗接种推广活动的可行性，并研究了社交媒体微影响者活动后有关流感疫苗可接受性的社会规范的变化。有影响力的人被要求从经过审查的信息中选择，并创建自己的原创内容，以促进流感疫苗接种，并将其发布到他们的社交媒体页面。内容是故意无品牌，以确保它符合他们的网页的外观和感觉。在接受运动和控制区域的区域内进行了运动前和运动后的横截面调查，以检查潜在的运动影响。数字指标评估了活动曝光率。总体而言，117位影响者产生了69，495次参与。接受该运动的地区的结果显示，对流感疫苗的积极信念显着增加，对疫苗的负面社区态度显着减少。这项研究表明，使用自上而下而不是自上而下的方法的流感运动可以切实可行地覆盖疫苗接种率较低的高危人群，并显示了使用基于影响者的模型来大规模传达流感疫苗接种信息的潜力。
Seasonal influenza affects millions of people across the United States each year. African Americans and Hispanics have significantly lower vaccination rates, and large-scale campaigns have had difficulty increasing vaccination among these two groups. This study assessed the feasibility of delivering a flu vaccination promotion campaign using influencers, and examined shifts in social norms regarding flu vaccine acceptability after a social media micro influencer campaign. Influencers were asked to choose from vetted messages and create their own original content promoting flu vaccination, which was posted to their social media pages. Content was intentionally unbranded to ensure that it aligned with the look and feel of their pages. Cross-sectional pre- and post-campaign surveys were conducted within regions that received the campaign and control regions to examine potential campaign impact. Digital metrics assessed campaign exposure. Overall, 117 influencers generated 69,495 engagements. Results from the region that received the campaign showed significant increases in positive beliefs about the flu vaccine, and significant decreases in negative community attitudes toward the vaccine. This study suggests that flu campaigns using a ground-up rather than top-down approach can feasibly reach at-risk groups with lower vaccination rates, and shows the potentials of using an influencer-based model to communicate information about flu vaccination on a large scale.
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