Examining the effect of information channel on COVID-19 vaccine acceptance

PLoS One. 2021 May 12;16(5):e0251095. doi: 10.1371/journal.pone.0251095. eCollection 2021.

Abstract

Hesitancy towards the COVID-19 vaccine remains high among the US population. Now that the vaccine is available to priority populations, it is critical to convince those that are hesitant to take the vaccine. Public health communication about the vaccine as well as misinformation on the vaccine occurs through a variety of different information channels. Some channels of information are more commonly found to spread misinformation. Given the expansive information environment, we sought to characterize the use of different media channels for COVID-19 vaccine information and determine the relationship between information channel and vaccine acceptance. We used quota sampling of vaccine priority groups [N = 2,650] between December 13 and 23, 2020 and conducted bivariate chi-squared tests and multivariable multinomial logistic regression analyses to determine the relative impact of channels of information on vaccine acceptance. We found traditional channels of information, especially National TV, National newspapers, and local newspapers increased the likelihood of vaccine acceptance. Individuals who received information from traditional media compared to social media or both traditional and social media were most likely to accept the vaccine. The implications of this study suggest social media channels have a role to play in educating the hesitant to accept the vaccine, while traditional media channels should continue to promote data-driven and informed vaccine content to their viewers.

Publication types

  • Research Support, Non-U.S. Gov't

MeSH terms

  • Adult
  • COVID-19 / psychology*
  • COVID-19 Vaccines / pharmacology
  • Communication
  • Communications Media / trends
  • Cross-Sectional Studies
  • Female
  • Health Knowledge, Attitudes, Practice
  • Humans
  • Information Dissemination / ethics
  • Information Dissemination / methods*
  • Male
  • Patient Acceptance of Health Care / psychology
  • Public Health
  • SARS-CoV-2 / pathogenicity
  • Social Media
  • Surveys and Questionnaires
  • United States
  • Vaccination / methods
  • Vaccination Refusal / psychology*

Substances

  • COVID-19 Vaccines

Grants and funding

This research was with funding support from Jigsaw, Google. RPL, ES, JK, BH, and CMI received funding from Jigsaw to conduct this research. BG and TV are employed by Jigsaw/Google. Google, Inc. provided support in the form of salaries for authors, BG TV, but did not have any additional role in the study design, data collection and analysis, decision to publish, or preparation of the manuscript. The specific roles of these authors are articulated in the ‘author contribution'. The data has been analyzed independently and the views expressed are those exclusively of the authors.