Understanding Self-Efficacy and Public Attitude Towards Flu Vaccination on Twitter

The International Communication Association (ICA) Conference, May 24-28, 2019, Washington DC.

Abstract:  Due to prevalent misinformation and low coverage rates for flu vaccination, the role of health departments to address uncertainty and increase awareness of flu vaccination facts in their messaging became crucial. Utilizing Twitter data generated during the peak of the 2017-2018 flu season, this study suggests that people presented negative attitude toward flu vaccination when they perceived lower self-efficacy from CDC tweets and experienced anger when they perceived lower level of uncertainty in flu risks.

Hyoyeun Jun  Dong Jae (Jay) Lim  Bryan Trude 

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