Background: Vaccination is one of the most successful public health interventions for the prevention of COVID-19. Toward the end of April 2021, UNICEF (United Nations International Children's Emergency Fund), alongside other organizations, were promoting the hashtag #VaccinesWork.
Objective: The aim of this paper is to analyze the #VaccinesWork hashtag on Twitter in the context of the COVID-19 pandemic, analyzing the main messages shared and the organizations involved.
Methods: The data set used in this study consists of 11,085 tweets containing the #VaccinesWork hashtag from the 29th to the 30th of April 2021. The data set includes tweets that may not have the hashtag but were replies or mentions in those tweets. The data were retrieved using NodeXL, and the network graph was laid out using the Harel-Koren fast multiscale layout algorithm.
Results: The study found that organizations such as the World Health Organization, UNICEF, and Gavi were the key opinion leaders and had a big influence on the spread of information among users. Furthermore, the most shared URLs belonged to academic journals with a high impact factor. Provaccination users had other vaccination-promoting hashtags in common, not only in the COVID-19 scenario.
Conclusions: This study investigated the discussions surrounding the #VaccinesWork hashtag. Social media networks containing conspiracy theories tend to contain dubious accounts leading the discussions and are often linked to unverified information. This kind of analysis can be useful to detect the optimal moment for launching health campaigns on Twitter.
Keywords: COVID-19; Twitter; content analysis; health campaign; infodemiology; layout algorithm; misinformation; public health; social media; social network; vaccination; vaccine hesitancy.
©Aïna Fuster-Casanovas, Ronnie Das, Josep Vidal-Alaball, Francesc Lopez Segui, Wasim Ahmed. Originally published in JMIR Public Health and Surveillance (https://publichealth.jmir.org), 28.10.2022.