Effects of Social Media Comments on Attitude toward Vaccines: The Roles of Perceived Public Consensus and Perceived Vaccine Efficacy
Paper to be presented to the Health Communication Division of the International Communication Association Annual Conference, Washington, D.C.
Abstract: Recognizing that social media has become an important place for individuals to acquire vaccine-related information, this study investigated if and how exposure to user-generated comments in social media platforms influences individuals’ attitude toward vaccines. In this investigation, social media comments were investigated in light of their effect on attitude toward vaccines through shaping perception of public consensus, and perceived vaccine efficacy was considered as a moderator of comments’ relative effects. The results from an experimental study (N = 273) showed that an opinion expressed by numerically dominant comments positively predicted participants’ attitude toward the flu vaccine through altering perceived public consensus in the same direction of the comments shown. Moreover, unlike participants with low and medium levels of perceived vaccine efficacy, those with high vaccine efficacy were not influenced by comments when forming perceived public consensus.
Unintended Effects of Risk Communication: Impacts of Message Fatigue, Risk Tolerance, and Trust in Public Health Information on Psychological Reactance
Abstract: How individuals experience unintended effects of risk messages is an understudied area. Focusing on three types of unintended effects (i.e., message fatigue, risk tolerance, and psychological reactance) associated with health risk communication, we conducted an online survey among Italian adults (N = 507) to investigate how perceived message fatigue and risk tolerance might induce […]
Effects of Facebook Comments on Attitude Toward Vaccines: The Roles of Perceived Distributions of Public Opinion and Perceived Vaccine Efficacy
Abstract: This study investigated if and how exposure to Facebook comments about vaccines influences one’s attitude toward the vaccines. In this investigation, comments were examined in light of their effect on attitude toward vaccines through perceived distribution of public opinion on vaccines, and perceived vaccine efficacy was tested as a factor moderating relative effects of […]