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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...

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Autores principales: Evans, W. Douglas, Bingenheimer, Jeffrey B., Long, Michael, Ndiaye, Khadidiatou, Donati, Dante, Rao, Nandan M., Akaba, Selinam, Nsofor, Ifeanyi, Agha, Sohail
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
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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.
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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
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