ArticleBMC global and public health2024
Behaviorally informed digital campaigns and their association with social media engagement and COVID-19 vaccine uptake in Belize.
Article in BMC global and public health, 2024. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 2 papers.
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Who cites it
2 citing papers in PubMed.
- Free Riding in Healthcare Through a Game-Theoretic Lens: A Cross-Domain Narrative Review and Conceptual Synthesis.Healthcare (Basel, Switzerland) · 2026Review
- Psychosocial and digital predictors of Hepatitis B vaccination uptake in healthcare workers: insights from a Nigerian tertiary hospital.Tropical medicine and health · 2025Article
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Authors and funding
5 authors.
Funding
Abstract
backgroundIncreasing vaccination coverage was key to curbing the COVID-19 pandemic globally. However, lack of trust in the vaccine and fear of side effects in regions like the Caribbean resulted in a low uptake despite enough vaccine supply.
methodsWe conducted two correlational analyses and one experiment between five sequential behaviorally informed Facebook campaigns, social media performance outcomes, and district-level vaccination data. First, we ran multivariate linear regression models to estimate the mean differences between the campaigns in (i) social media performance ("Clicks" and "Engagement") and (ii) COVID-19 vaccination uptake at the district level. "Clicks" were measured by the number of people who clicked on the respective Facebook advert and visited the official vaccination site. "Engagements" were the number of people interacting with the advert through likes and emojis. Second, we took advantage of the experimental design during one of the campaigns to analyze the differential effect of messages conveying information about the number of people reporting vaccination side effects using words ("Few"/ "Majority) and numbers ("3 out of 100 ") on social media performance.
resultsThe correlational analysis showed that the number of "Clicks" and "Engagement" was similar among campaigns, except for the campaign focusing on vaccines' effectiveness, which had 14.65 less clicks and 19.52 less engagements per advert (including controls and district-fixed effects) compared to the base "It's safe" campaign. Vaccination rates were highest at times coinciding with campaigns focusing on vaccination safety and effectiveness. Our experimental results showed that informational messages related to side effects that were framed using words ("Majority did not report discomfort"/ "Few persons reported discomfort") were better at generating "Clicks" compared to those using numbers ("3 out of 100 reported discomforts").
conclusionsFacebook adverts highlighting vaccine safety had a similar level of social media performance as other campaigns, except for adverts focusing on vaccine efficacy, which performed worse. Communicating side-effect information with words instead of numbers can expand social media interest in low-uptake regions like the Caribbean. Our results serve as preliminary evidence for public health officials to encourage vaccine uptake in high-hesitancy contexts.
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