Exploration of the COVID-19 Content within a Vaccine Choice Social Media Platform: A Case Study

Abstract

With the continued rise in cases of COVID-19 and the increased availability of vaccines, it is essential to recognize the drivers of vaccine uptake. A large vaccine choice organization often uses social media platforms, specifically Facebook, to communicate messages to their audience. This study examined this organization’s Facebook posts between January 1, 2020 and May 1, 2020 to determine what themes and sub-themes were most often discussed regarding COVID-19. Three independent reviewers used an inductive approach with content analysis to code and analyze 35 posts relevant to COVID-19. Ten themes and eight subthemes emerged. Personal freedoms was the most prevalent theme, followed by vaccine safety and private/government involvement. Though some of the themes and sub-themes were uniquely associated with the COVID-19 pandemic, many were similar to the vaccine uptake factors identified for other vaccines. With the increasing usage of social media for information, the investigation of online forums can provide insight into the determinants which may impact COVID-19 vaccine uptake. These findings may be generalized to guide interventions to increase vaccine acceptance and distribution of other novel vaccines within the general population.

Keywords:

• COVID-19
• SARS-CoV-2
• social media
• vaccine

Acknowledgment

This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

Please contact the corresponding author for access to the complete dataset.

Additional information

Notes on contributors

K.D. Jacobs

K.D. Jacobs is a doctoral candidate in the College of Public Health and Health Professions at the University of Florida. Her research interests include the control of infectious disease, vaccine hesitancy, and health inequities in minoritized racial and ethnic populations.

Gaia Zori

Gaia Zori is a doctoral candidate in the College of Public Health and Health Professions at the University of Florida. Her primary research interests include sexual and reproductive health with a focus on the promotion of health equity.

Sarah L. Collins

Sarah L. Collins is a doctoral candidate in the College of Public Health and Health Professions at the University of Florida. Her research interests include public health curriculum, pedagogy, and instruction with a specific focus in diversity, equity, and inclusion.

Elizabeth Wood

Elizabeth Wood is a Clinical Assistant Professor in the Department of Environmental & Global Health where she also serves as the Director of Public Health Outreach and Alumni Engagement. Dr. Wood’s areas of specialization include integrating community-based participatory research within service learning, innovations in teaching and learning through international collaboration, and field research methods and building capacity in low-resourced contexts.