Heavier social media use tied to more frequent COVID, flu vaccination – University of Minnesota Twin Cities

A pair of new University of Pennsylvania studies describes the influences on the decision to vaccinate, with one tying greater adult social media use to keep current with recommended COVID-19 and flu vaccinations and one finding that parental attitudes and social norms influenced the decision to vaccinate children against COVID-19.

For the firststudy, researchers from the Annenberg Public Policy Center repeatedly surveyed a probability sample of 1,768 Republicans and Democrats on their social media use and influences on their vaccination decisions from December 2022 to September 2023. The research was published inSocial Science & Medicine.

Our findings not only underscore the positive potential for social media but also reiterate the importance of tailoring messages to specific audiences as a way of improving their health outcomes.

Participants were 51.4% women, 35.1% were Democrats, 30.2% were Republicans, 28.5% were Independents, 60.4% were White, 11.4% were Black, 12.4% were White Hispanic, 0.6% were Black Hispanic, 7.6% were Hispanic alone, 5.5% were Asian, 0.2% were Native American or Alaska Native, 0.6% were multiracial, and 0.2% were of another race.

Overall, Republicans received COVID-19 and flu vaccinations less than Democrats, but the influence of social media on their vaccination decisions was equally strong between the two parties.

Heavier social media use correlated with more frequent vaccination (cross-lagged coefficients, 0.113 for COVID-19 and 0.123 for flu). But Democrats and Republicans reported following different influences behind their decisions, with Democratic heavy social media users saying that they were influenced by information on emerging pathogens and Republican heavy users citing the vaccination decisions of people close to them.

"Our findings not only underscore the positive potential for social media but also reiterate the importance of tailoring messages to specific audiences as a way of improving their health outcomes,"the study authors wrote.

The secondstudy, published inPLOS One, explored the psychosocial correlates of parents' intention to vaccinate their children against COVID-19.

As part of the Philadelphia Community Engagement Alliance, the researchers surveyed 1,008 Philadelphia parents from September 2021 to February 2022, when guidance for child vaccination was anticipated, and analyzed the results using structural equation modeling.

The average parent age was 36.9 years, 65.1% were women, and 42.3% were of minority races. Parents who received more than one COVID-19 vaccine accounted for 97.2% of participants, while unvaccinated parents made up 2.4%.

Tailored interventions and diverse communication strategies for parental subgroups may be useful to ensure comprehensive and effective vaccination initiatives.

Despite "the vital role of vaccination in promoting wellbeing and quality of life during the COVID-19 pandemic, vaccine hesitancy and refusal emerged as widespread challenges, posing barriers to achieving herd immunity and influencing decision-making processes," the study authors wrote.

The analysis showed that parental attitudes and subjective social norms predicted intent to vaccinate among parents of minority races, while only subjective norms had a significant effect on intention among White parents. Both attitudes and subjective norms influenced women, while neither had a significant effect on men. In general, racial-minority parents reported weaker vaccination intentions than their White peers.

"Despite the survey predating widespread child vaccine availability, findings are pertinent given the need to increase and sustain pediatric vaccinations against COVID-19," the authors wrote. "Interventions promoting positive vaccine attitudes and prosocial norms are warranted. Tailored interventions and diverse communication strategies for parental subgroups may be useful to ensure comprehensive and effective vaccination initiatives."

The researchers noted that public health officials recommend that everyone aged 6 months and older be vaccinated against COVID-19. "In the U.S., 56% of children under 17 had not received the COVID-19 vaccination in 2023," they wrote.

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Heavier social media use tied to more frequent COVID, flu vaccination - University of Minnesota Twin Cities