Understanding the messages and motivation of vaccine hesitant or refusing social media influencers.

Understanding the messages and motivation of vaccine hesitant or refusing social media influencers. Vaccine. 2020 Dec 03;: Authors: Leader AE, Burke-Garcia A, Massey PM, Roark JB Abstract BACKGROUND: While anti-vaccine messages on social media have been studied for content, reach, and effectiveness, less is known about those who create and promote the messages. Online influencers, or 'everyday people who are influential within their online social networks', are viewed as trusted voices who are often making similar life decisions as their followers. Therefore, their experiences with and perspectives on health issues can be persuasive. METHODS: We collaborated with a formal network of online influencers to interview, using a semi-structured interview guide, vaccine hesitant influencer mothers about their views on vaccination; their process for developing health-related social media content; their motivation to promote anti-vaccine messages; and their opinions on current vaccination messaging. Prescreening ensured a diverse sample by race/ethnicity, age, education, number of children, and geographic residence. Interviews occurred by telephone, were audio recorded, and transcribed. Themes were generated independently by two coders using a deductive coding approach. RESULTS: We interviewed 15 online influencer mothers from across the U.S. (average age 39 years old; all married; 13 Caucasian, 1 African American, 1 Hispanic...
Source: Vaccine - Category: Allergy & Immunology Authors: Tags: Vaccine Source Type: research