ArticleHumanities & social sciences communications2023
COVID-19 vaccine communication and advocacy strategy: a social marketing campaign for increasing COVID-19 vaccine uptake in South Korea.
Article in Humanities & social sciences communications, 2023. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 25 papers.
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Who cites it
25 citing papers in PubMed.
- Dynamic trends and determinants of COVID-19 vaccine hesitancy among adults in China during 2021-2022: A multilevel analysis based on four national cross-sectional surveys.Human vaccines & immunotherapeutics · 2026Article
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- Culturally Tailored Women's Empowerment Strategies to Improve Immunization Uptake: Formative Research Using a Human-Centered Design Approach.JMIR formative research · 2025Article
- Factors associated with COVID-19 vaccine brand preferences in the United States.Atlantic journal of communication · 2025Article
- Sociodemographic Inequalities in COVID-19 Booster Dose Vaccination Coverage: a Retrospective Study of 196 Provinces in Peru.Journal of racial and ethnic health disparities · 2025Article
- Importance of Targeted Communication Strategies During COVID-19 Vaccination Campaigns in Mozambique: Results of a Mixed-Methods Acceptability Study.Clinical infectious diseases : an official publication of the Infectious Diseases Society of America · 2025Article
- Vaccine hesitancy in healthcare workers during COVID-19 pandemic: Draw on experience.Journal of preventive medicine and hygiene · 2025Article
- Influence of respiratory disease experiences on COVID-19 vaccine acceptance: a study from Southeastern Louisiana.Frontiers in public health · 2025Article
- Building Parental Trust in Childhood Vaccination: Lessons From Iran's COVID-19 Response.International journal of health policy and management · 2025Article
- Comparison of the efficacy of COVID-19 responses in South Korea and the United States.Global health action · 2024Article
- COVID-19 vaccine uptake in individuals with functional difficulty, disability, and comorbid conditions: insights from a national survey in Bangladesh.BMC public health · 2024Article
- Lessons from the COVID-19 Pandemic: Promoting Vaccination and Public Health Resilience, a Narrative Review.Vaccines · 2024Review
- Toward better pandemic governance and preparedness: South Korea's whole-of-nation approach to COVID-19.BMC public health · 2024Article
- The Association Between the We Can Do This Campaign and Vaccination Beliefs in the United States, January 2021-March 2022.Journal of health communication · 2024Article
- Trusted Information Sources About the COVID-19 Vaccine Vary in Underserved Communities.Journal of community health · 2024Article
- Acceptability of COVID-19 booster vaccine in malaysia: a cross-sectional study.Scientific reports · 2024Article
- The Worrying Phenomenon of COVID-19 Vaccine Hesitancy and Its Negative Impact on Pandemic Control Efforts: Common Themes that Emerged in the Middle East and North Africa (MENA) Region.Advances in experimental medicine and biology · 2024Review
- SARS-CoV-2 vaccine effectiveness and clinical outcomes in hemodialysis patients: the NHIS-COVID-19 cohort study in South Korea.Frontiers in public health · 2024Article
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Abstract
Research evidence suggests that communication is a powerful tool for influencing public opinion and attitudes toward various health-related issues, such as vaccine reluctance, provided it is well-designed and thoughtfully conducted. In particular, social marketing techniques that alter the target audience's behaviors for the public good can substantially improve vaccine uptake if adopted as a communication strategy in immunization programs to counter public hesitancy. This study presents evidence from the Korean government's current coronavirus disease 2019 (COVID-19) vaccination campaign, which successfully applied a social marketing approach. By the end of August 2022, South Korea had achieved high vaccine coverage, with 94.8% of the population (12+) receiving a second dose, 71.3% a third dose, and a fourth dose drive currently underway. There are five crucial factors to consider when preparing official communication for an immunization program: (i) a high degree of proactiveness, (ii) credibility, (iii) fighting misinformation, (iv) emphasizing social norms and prosocial behavior, and (v) coherence. Although using social marketing strategies may not be successful in all circumstances, the lessons learned and current implementation in Korea suggest their efficacy in fostering vaccine acceptance. This study offers valuable insights for government agencies and global public health practitioners to develop effective targeted campaign strategies that enhance the target population's vaccination intention.
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