Cargando…
Outcomes of a social media campaign to promote COVID-19 vaccination in Nigeria
The COVID-19 pandemic has been an historic challenge to public health and behavior change programs. In low -and middle-income countries (LMICs) such as Nigeria, there have been challenges in promoting vaccination. Vaccine hesitancy and social norms related to vaccination may be important factors in...
Autores principales: | , , , , , , , , |
---|---|
Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Public Library of Science
2023
|
Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10503765/ https://www.ncbi.nlm.nih.gov/pubmed/37713381 http://dx.doi.org/10.1371/journal.pone.0290757 |
_version_ | 1785106591292325888 |
---|---|
author | Evans, W. Douglas Bingenheimer, Jeffrey B. Long, Michael Ndiaye, Khadidiatou Donati, Dante Rao, Nandan M. Akaba, Selinam Nsofor, Ifeanyi Agha, Sohail |
author_facet | Evans, W. Douglas Bingenheimer, Jeffrey B. Long, Michael Ndiaye, Khadidiatou Donati, Dante Rao, Nandan M. Akaba, Selinam Nsofor, Ifeanyi Agha, Sohail |
author_sort | Evans, W. Douglas |
collection | PubMed |
description | The COVID-19 pandemic has been an historic challenge to public health and behavior change programs. In low -and middle-income countries (LMICs) such as Nigeria, there have been challenges in promoting vaccination. Vaccine hesitancy and social norms related to vaccination may be important factors in promoting or inhibiting not only COVID vaccination, but other routine vaccinations as well. The aim of this study was to conduct a national-level quasi-experimental evaluation of a social media based COVID-19 vaccination promotion campaign in Nigeria run in 2022. We followed a longitudinal cohort of Nigerians (at baseline) drawn from all 37 states in Nigeria over a 10-month period. This was done at 3 time points to evaluate psychosocial predictors of vaccination and vaccination outcomes following a theory of change based on Diffusion of Innovations, Social Norms Theory, and the Motivation, Opportunity, Ability (MOA) Framework. In a quasi-experimental design, participants in 6 Nigerian states where the social media campaign was run (treatment) were compared to participants from non-treatment states. This study highlights new social media-based data collection techniques. The study found that vaccination rates increased in treatment states compared to non-treatment states, and that these effects were strongest between baseline and first follow up (December 2021 to March 2022). We also found that more pro-vaccination social norms at one time point are associated with higher vaccination rates at a later time point. Social media campaigns are a promising approach to increasing vaccination at scale in LMICs, and social norms are an important factor in promoting vaccination, which is consistent with the Social Norms Theory. We describe implications for future vaccination campaigns and identify future research priorities in this area. |
format | Online Article Text |
id | pubmed-10503765 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2023 |
publisher | Public Library of Science |
record_format | MEDLINE/PubMed |
spelling | pubmed-105037652023-09-16 Outcomes of a social media campaign to promote COVID-19 vaccination in Nigeria Evans, W. Douglas Bingenheimer, Jeffrey B. Long, Michael Ndiaye, Khadidiatou Donati, Dante Rao, Nandan M. Akaba, Selinam Nsofor, Ifeanyi Agha, Sohail PLoS One Research Article The COVID-19 pandemic has been an historic challenge to public health and behavior change programs. In low -and middle-income countries (LMICs) such as Nigeria, there have been challenges in promoting vaccination. Vaccine hesitancy and social norms related to vaccination may be important factors in promoting or inhibiting not only COVID vaccination, but other routine vaccinations as well. The aim of this study was to conduct a national-level quasi-experimental evaluation of a social media based COVID-19 vaccination promotion campaign in Nigeria run in 2022. We followed a longitudinal cohort of Nigerians (at baseline) drawn from all 37 states in Nigeria over a 10-month period. This was done at 3 time points to evaluate psychosocial predictors of vaccination and vaccination outcomes following a theory of change based on Diffusion of Innovations, Social Norms Theory, and the Motivation, Opportunity, Ability (MOA) Framework. In a quasi-experimental design, participants in 6 Nigerian states where the social media campaign was run (treatment) were compared to participants from non-treatment states. This study highlights new social media-based data collection techniques. The study found that vaccination rates increased in treatment states compared to non-treatment states, and that these effects were strongest between baseline and first follow up (December 2021 to March 2022). We also found that more pro-vaccination social norms at one time point are associated with higher vaccination rates at a later time point. Social media campaigns are a promising approach to increasing vaccination at scale in LMICs, and social norms are an important factor in promoting vaccination, which is consistent with the Social Norms Theory. We describe implications for future vaccination campaigns and identify future research priorities in this area. Public Library of Science 2023-09-15 /pmc/articles/PMC10503765/ /pubmed/37713381 http://dx.doi.org/10.1371/journal.pone.0290757 Text en © 2023 Evans et al https://creativecommons.org/licenses/by/4.0/This is an open access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. |
spellingShingle | Research Article Evans, W. Douglas Bingenheimer, Jeffrey B. Long, Michael Ndiaye, Khadidiatou Donati, Dante Rao, Nandan M. Akaba, Selinam Nsofor, Ifeanyi Agha, Sohail Outcomes of a social media campaign to promote COVID-19 vaccination in Nigeria |
title | Outcomes of a social media campaign to promote COVID-19 vaccination in Nigeria |
title_full | Outcomes of a social media campaign to promote COVID-19 vaccination in Nigeria |
title_fullStr | Outcomes of a social media campaign to promote COVID-19 vaccination in Nigeria |
title_full_unstemmed | Outcomes of a social media campaign to promote COVID-19 vaccination in Nigeria |
title_short | Outcomes of a social media campaign to promote COVID-19 vaccination in Nigeria |
title_sort | outcomes of a social media campaign to promote covid-19 vaccination in nigeria |
topic | Research Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10503765/ https://www.ncbi.nlm.nih.gov/pubmed/37713381 http://dx.doi.org/10.1371/journal.pone.0290757 |
work_keys_str_mv | AT evanswdouglas outcomesofasocialmediacampaigntopromotecovid19vaccinationinnigeria AT bingenheimerjeffreyb outcomesofasocialmediacampaigntopromotecovid19vaccinationinnigeria AT longmichael outcomesofasocialmediacampaigntopromotecovid19vaccinationinnigeria AT ndiayekhadidiatou outcomesofasocialmediacampaigntopromotecovid19vaccinationinnigeria AT donatidante outcomesofasocialmediacampaigntopromotecovid19vaccinationinnigeria AT raonandanm outcomesofasocialmediacampaigntopromotecovid19vaccinationinnigeria AT akabaselinam outcomesofasocialmediacampaigntopromotecovid19vaccinationinnigeria AT nsoforifeanyi outcomesofasocialmediacampaigntopromotecovid19vaccinationinnigeria AT aghasohail outcomesofasocialmediacampaigntopromotecovid19vaccinationinnigeria |