Young adults' preferences for influenza vaccination campaign messages: Implications for COVID-19 vaccine intervention design and development.
COVID-19
COVID-19, The coronavirus 2019
HPV, Human papillomavirus
Health campaign
Health messaging
Intervention
Message tailoring
Thematic analysis
Vaccination
Journal
Brain, behavior, & immunity - health
ISSN: 2666-3546
Titre abrégé: Brain Behav Immun Health
Pays: United States
ID NLM: 101759062
Informations de publication
Date de publication:
Jul 2021
Jul 2021
Historique:
received:
11
02
2021
revised:
09
04
2021
accepted:
13
04
2021
entrez:
30
9
2021
pubmed:
1
10
2021
medline:
1
10
2021
Statut:
epublish
Résumé
Health campaign interventions, particularly those tailored to the target audience's needs and preferences, can cost-effectively change people's attitudes and behaviors towards better health decision-making. However, there is limited research on how to best tailor seasonal influenza vaccination campaigns for young adults. Vaccination is vital in protecting young adults and their social circles (vulnerable populations like older adults) from the influenza virus and critical in shaping these emerging adults' vaccination habits in the long run. However, amid the prevalence of easily-accessible, attention-grabbing, and often malicious false and misinformation (e.g., COVID-19 vaccine conspiracy theories), it may be more challenging to develop vaccination messages that resonate with young adults well enough to attract their attention. Therefore, to bridge the research gap, this study examines young adults' preferences for seasonal influenza vaccination campaigns to inform effective intervention design and development. Qualitative survey questions were developed to gauge young adults' preferences for seasonal influenza vaccination campaigns. A total of 545 young adults (73.9% female, Mage = 19.89, SD = 1.44) from a large University offered complete answers to a cross-sectional online survey. Braun and Clarke's thematic analysis procedures were adopted to guide the data analysis process. Thematic analysis revealed that young adults prefer seasonal influenza vaccination campaigns that rely on (1) quality and balanced information from (2) credible information sources, positioned in the (3) relevant health contexts, (4) emphasize actionable messages, and incorporate (5) persuasive campaign design. Interestingly, while many participants underscored the importance of fear-appeal messages in persuading them to take health actions, some young adults also suggested avoiding fear campaigns due to discomfort. Insights of the study can inform seasonal influenza vaccination design and development, and have the potential to shed light on vaccination messaging in other vaccine contexts, such as COVID-19 vaccines. Results also underscore the need for health experts and government officials to adopt a more nuanced approach when selecting persuasive campaign appeals. While some young adults may resonate well with fear appeals, others may not. Future research could examine the underlying mechanisms that drive young adults' preference for vaccination campaign intervention to enrich the literature further.
Sections du résumé
BACKGROUND
BACKGROUND
Health campaign interventions, particularly those tailored to the target audience's needs and preferences, can cost-effectively change people's attitudes and behaviors towards better health decision-making. However, there is limited research on how to best tailor seasonal influenza vaccination campaigns for young adults. Vaccination is vital in protecting young adults and their social circles (vulnerable populations like older adults) from the influenza virus and critical in shaping these emerging adults' vaccination habits in the long run. However, amid the prevalence of easily-accessible, attention-grabbing, and often malicious false and misinformation (e.g., COVID-19 vaccine conspiracy theories), it may be more challenging to develop vaccination messages that resonate with young adults well enough to attract their attention. Therefore, to bridge the research gap, this study examines young adults' preferences for seasonal influenza vaccination campaigns to inform effective intervention design and development.
METHODS
METHODS
Qualitative survey questions were developed to gauge young adults' preferences for seasonal influenza vaccination campaigns. A total of 545 young adults (73.9% female, Mage = 19.89, SD = 1.44) from a large University offered complete answers to a cross-sectional online survey. Braun and Clarke's thematic analysis procedures were adopted to guide the data analysis process.
RESULTS
RESULTS
Thematic analysis revealed that young adults prefer seasonal influenza vaccination campaigns that rely on (1) quality and balanced information from (2) credible information sources, positioned in the (3) relevant health contexts, (4) emphasize actionable messages, and incorporate (5) persuasive campaign design. Interestingly, while many participants underscored the importance of fear-appeal messages in persuading them to take health actions, some young adults also suggested avoiding fear campaigns due to discomfort.
CONCLUSIONS
CONCLUSIONS
Insights of the study can inform seasonal influenza vaccination design and development, and have the potential to shed light on vaccination messaging in other vaccine contexts, such as COVID-19 vaccines. Results also underscore the need for health experts and government officials to adopt a more nuanced approach when selecting persuasive campaign appeals. While some young adults may resonate well with fear appeals, others may not. Future research could examine the underlying mechanisms that drive young adults' preference for vaccination campaign intervention to enrich the literature further.
Identifiants
pubmed: 34589767
doi: 10.1016/j.bbih.2021.100261
pii: S2666-3546(21)00064-8
pmc: PMC8474560
doi:
Types de publication
Journal Article
Langues
eng
Pagination
100261Informations de copyright
© 2021 The Authors.
Déclaration de conflit d'intérêts
None.
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