ArticleFrontiers in public health2023
"I am Young, Why Should I Vaccinate?" How empathetic and aggressive communication on social media impact young adults' attitudes toward COVID-19 vaccination.
Article in Frontiers in public health, 2023. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
Introduction: To combat the current COVID-19 pandemic, high vaccination rates are of crucial value. However, young people in particular tend to be hesitant toward vaccination. On social media, young adults are often called to vaccinate in an aggressive tone, arguing that there is no choice than to vaccinate and that all else is wrong. Methods: In an experimental study ( Results: Findings showed that an aggressive communication style generally had a negative impact on young adults' COVID-19 vaccination attitudes, fully mediated by expectancy violation and perceived credibility of the communicator. Gender and the origin of the communicator did not moderate this mediation processes. Discussion: Further implications for online health communication strategies are discussed.
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