ArticlePloS one2022
What message appeal and messenger are most persuasive for COVID-19 vaccine uptake: Results from a 5-country survey in India, Indonesia, Kenya, Nigeria, and Ukraine.
Article in PloS one, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 10 papers.
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Who cites it
10 citing papers in PubMed.
- From Confidence to Coverage: A Multi-Stakeholder Perspective on Vaccination in Central and Eastern Europe.Vaccines · 2026Article
- [Motivation and perception of vaccine accessibility among people vaccinated against COVID-19 in Makokou, Gabon, in 2021-2022].Medecine tropicale et sante internationale · 2026Article
- A qualitative examination of the distribution strategies, access, and equitable uptake of the COVID-19 vaccines in Kenya: lessons for the next pandemic.Frontiers in public health · 2025Article
- Lay beliefs of COVID-19 vaccine refusal among intercity commercial drivers in the Volta region of Ghana: recommendations for improved vaccine uptake.Tropical diseases, travel medicine and vaccines · 2024Article
- Individual and social determinants of COVID-19 vaccine hesitancy and uptake in Northwest Syria.BMC health services research · 2024Article
- Article
- A Comparison of Strategies to Improve Uptake of COVID-19 Vaccine among High-Risk Adults in Nairobi, Kenya in 2022.Vaccines · 2023Article
- COVID-19 vaccine hesitancy among women planning for pregnancy, pregnant or breastfeeding mothers in Jordan: A cross-sectional study.PloS one · 2023Article
- Measuring the importance of influencing factor for COVID-19 vaccination intention in China.Frontiers in public health · 2023Article
- "I was having an internal conflict with myself." COVID-19 vaccination decision-making processes among pregnant women.Women's health (London, England)Article
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Authors and funding
5 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Effective strategies to encourage COVID-19 vaccination should consider how health communication can be tailored to specific contexts. Our study aimed to evaluate the influence of three specific messaging appeals from two kinds of messengers on COVID-19 vaccine acceptance in diverse countries. We surveyed 953 online participants in five countries (India, Indonesia, Kenya, Nigeria, and Ukraine). We assessed participants' perceptions of three messaging appeals of vaccination-COVID-19 disease health outcomes, social norms related to COVID-19 vaccination, and economic impact of COVID-19-from two messengers, healthcare providers (HCP), and peers. We examined participants' ad preference and vaccine hesitancy using multivariable multinomial logistic regression. Participants expressed a high level of approval for all the ads. The healthcare outcome-healthcare provider ad was most preferred among participants from India, Indonesia, Nigeria, and Ukraine. Participants in Kenya reported a preference for the health outcome-peer ad. The majority of participants in each country expressed high levels of vaccine hesitancy. However, in a final logistic regression model participant characteristics were not significantly related to vaccine hesitancy. These findings suggest that appeals related to health outcomes, economic benefit, and social norms are all acceptable to diverse general populations, while specific audience segments (i.e., mothers, younger adults, etc.) may have preferences for specific appeals over others. Tailored approaches, or approaches that are developed with the target audience's concerns and preferences in mind, will be more effective than broad-based or mass appeals.
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