Effectiveness of Social Video Platforms in Promoting COVID-19 Vaccination Among Youth: A Content-Specific Analysis of COVID-19 Vaccination Topic Videos on Bilibili

Figures & data

Table 1 Dependent Variable and Independent Variables

Types	Factor	Category	Description
Creator information	Type of creators	1=Individuals	According to the creators’ homepage certification and profile information.
		2=Medical workers
		3=Media
		4=Corporate companies
	Number of followers	Number of followers displayed on the homepage
Video presentation	Video type	1=Vlog	Typical YouTube-style; the author mainly records in the form of the camera
		2=Showcase	The author’s voice appears as a voice-over to comment and narrate the videos, pictures, data, and other materials appearing on the screen.
		3=Animation	Live paintings and various types of video animations.
		4=Interview	Videos with interviews, conversations, chats, and online interviews conducted by the host and interviewees.
		5=Short films	Short documentaries, microfilms, and other short films.
		6=News	News-style short films or TV news clips.
	Cover	0=No	Whether the video has a cover related to the video content,^Citation59 includes but is not limited to graphic design, title-style cover, or a cartoon image.
		1=Yes
	Visual effects	1=No	The presence of animation, mirroring, special effects, and other effects in the video can enhance video viewing.^Citation59
		2=Yes
	Video duration	1= Less than 10min	According to the creators’ homepage certification and profile information.
		2= 10min–30min
		3= >30min and ≤ 60min
		4= Greater than 60min
COVID-19-related content features	Scientific basis	0=No	The content-related ted to the COVID-19 vaccine cites scientific basis, such as professional literature, books, and websites. It is shown in the video in the form of text and pictures, which the audience can retrieve.
		1=Yes
	Core topic	0=No	Have a core topic related to the COVID-19 vaccine and be discussed in the video.
		1=Yes
	Cues to action	0=No	The communicator advocated in the video to encourage the audience to vaccinate.^Citation33
		1=Yes
	Vaccine attitude	1=Negative	Communicator’s attitudes towards COVID-19 vaccination behavior in the video.
		2=Neutral
		3=Positive
	Knowledge points of COVID-19 vaccine	1. The type of vaccine	One point for each element covered in the video, for 7 points.
		2. The mechanism of action of the vaccine
		3. Animal or human trials
		4. The efficacy of the COVID-19 vaccine
		5. The safety of the COVID-19 vaccine
		6. The manufacturing process of the vaccine
		7. Herd immunity (Immune barrier)
	Issues related to COVID-19 vaccination	1. Contraindicated groups	One point for each element covered in the video, for 6 points.
		2. Suitable groups
		3. Adverse reactions after vaccination
		4. Feelings about vaccination
		5. The brand of vaccination
		6. Procedures for vaccination
Communication effect	Communication breadth (Logarithmic value)	Number of retweets	According to the video information on the website.
	Communication recognition (Logarithmic value of sum)	1. Number of plays
		2. Number of likes
		3. Number of favorites
		4. Number of coins
	Communication participation (Logarithmic value of sum)	1. Number of bullet subtitles
		2. Number of comments

Figure 1 Overall overview of the COVID-19 vaccine topic videos.

Table 2 Chi-Square Analysis Results Between Creator Type and Video Type

Title	Name	Creator Type (%)				Total	χ^2	p
		Individuals	Medical Workers	Media	Corporate Companies
Video types	Vlog	41(54.67)	29(96.67)	9(9.78)	0(0.00)	79(39.11)	116.915	0.000**
	Showcase	18(24.00)	1(3.33)	24(26.09)	2(40.00)	45(22.28)
	Animation	8(10.67)	0(0.00)	1(1.09)	1(20.00)	10(4.95)
	Interview	3(4.00)	0(0.00)	15(16.30)	1(20.00)	19(9.41)
	Short film	1(1.33)	0(0.00)	3(3.26)	0(0.00)	4(1.98)
	News	4(5.33)	0(0.00)	40(43.48)	1(20.00)	45(22.28)
Total		75	30	92	5	202

Note: **p<0.01.

Table 3 Chi-Square Analysis Between Creator Types and Issues Related to COVID-19 Vaccination

Title	Name	Creator Type (%)				Total	χ^2	p
		Individuals	Medical Workers	Media	Corporate Companies
Issue 1	None	68(90.67)	26(86.67)	82(89.13)	5(100.00)	181(89.60)	0.971	0.808
	Yes	7(9.33)	4(13.33)	10(10.87)	0(0.00)	21(10.40)
Total		75	30	92	5	202
Issue 2	None	63(84.00)	18(60.00)	68(73.91)	4(80.00)	153(75.74)	7.047	0.07
	Yes	12(16.00)	12(40.00)	24(26.09)	1(20.00)	49(24.26)
Total		75	30	92	5	202
Issue 3	None	38(50.67)	22(73.33)	63(68.48)	4(80.00)	127(62.87)	8.06	0.045*
	Yes	37(49.33)	8(26.67)	29(31.52)	1(20.00)	75(37.13)
Total		75	30	92	5	202
Issue 4	None	60(80.00)	29(96.67)	79(85.87)	5(100.00)	173(85.64)	5.75	0.124
	Yes	15(20.00)	1(3.33)	13(14.13)	0(0.00)	29(14.36)
Total		75	30	92	5	202
Issue 5	None	42(56.00)	19(63.33)	42(45.65)	3(60.00)	106(52.48)	3.623	0.305
	Yes	33(44.00)	11(36.67)	50(54.35)	2(40.00)	96(47.52)
Total		75	30	92	5	202
Issue 6	None	52(69.33)	18(60.00)	77(83.70)	5(100.00)	152(75.25)	10.323	0.016*
	Yes	23(30.67)	12(40.00)	15(16.30)	0(0.00)	50(24.75)
Total		75	30	92	5	202

Notes: Issue 1: contraindicated groups for COVID-19 vaccination; Issue 2: suitable groups for COVID-19 vaccination; Issue 3: adverse reactions after COVID-19 vaccination; Issue 4: the Feeling of Vaccination; Issue 5: brands of COVID-19 vaccine; Issue 6: procedures for COVID-19 vaccination. *p<0.05.

Table 4 Analysis of ANOVA Results

	Creator Type (M ± SD)				F	p
	Individuals (n=75)	Medical Workers (n=30)	Media (n=92)	Corporate Companies (n=5)
The richness of Vaccine knowledge	2.19±1.70	2.03±1.40	1.85±1.58	2.60±1.14	0.855	0.465
The richness of Vaccine issues	1.69±1.28	1.60±1.28	1.53±1.10	0.80±0.84	0.985	0.401
Vaccine attitude	3.83±1.28	4.20±1.00	3.93±1.31	4.20±1.10	0.709	0.547
Communication breadth	1.89±1.07	2.28±0.97	2.49±0.80	1.99±0.89	5.913	0.001**
Communication recognition	3.98±1.01	3.84±0.96	4.45±0.60	3.63±1.09	7.012	0.000**
Communication participation	2.07±0.94	2.01±0.89	2.47±0.59	1.44±1.22	6.274	0.000**

Note: **p<0.01.

Table 5 Bivariate Correlation Analysis Between Video Spread and Other Variables

	Breadth of Dissemination	Creator Type	Cover (With)	Video Type	Video Duration	Professional Basis (With)	Number of Followers	Core Issues (With)	The Richness of Vaccine Issues	The Richness of Vaccine Knowledge Points	Cues to Action (With)	Vaccine Attitude
Creator type	0.256**	1
Cover (with)	0.125	−0.159*	1
Video type	0.116	0.502**	−0.296**	1
Video duration	−0.03	−0.118	0.022	−0.141*	1
Professional basis (with)	0.072	−0.116	0.096	−0.224**	0.296**	1
Number of followers	0.359**	0.364**	−0.089	0.380**	−0.012	0.017	1
Core issues (with)	0.270**	−0.112	0.297**	−0.204**	0.06	0.242**	0.065	1
The richness of Vaccine issues	−0.107	−0.091	0.1	−0.088	0.042	−0.095	0.03	0.006	1
The richness of Vaccine knowledge points	0.04	−0.074	0.124	−0.019	0.193**	0.169*	0.089	0.413**	−0.061	1
Cues to action(with)	−0.049	0.011	0.017	0.002	−0.102	−0.005	−0.02	0.117	0.041	0.023	1
Vaccine attitude	0.077	0.044	0.143*	0.049	−0.092	0.007	0.108	0.084	−0.023	0.021	0.367**	1

Note: *p<0.05 **p<0.01.

Table 6 Bivariate Correlation Analysis Between Video Communication Approval and Other Variables

	Communication Identity	Creator Type	Cover (With)	Video Type	Video Duration	Professional Basis (With)	Number of Followers	Core Issues (With)	The Richness of Vaccine Issues	The Richness of Vaccine Knowledge Points	Cues to Action (With)	Vaccine Attitude
Creator type	0.208**	1
Cover (with)	0.151*	−0.159*	1
Video type	0.158*	0.502**	−0.296**	1
Video duration	−0.115	−0.118	0.022	−0.141*	1
Professional basis (with)	−0.029	−0.116	0.096	−0.224**	0.296**	1
Number of followers	0.364**	0.364**	−0.089	0.380**	−0.012	0.017	1
Core issues (with)	−0.028	−0.112	0.297**	−0.204**	0.06	0.242**	0.065	1
The richness of Vaccine issues	−0.047	−0.091	0.1	−0.088	0.042	−0.095	0.03	0.006	1
The richness of Vaccine knowledge points	−0.190**	−0.074	0.124	−0.019	0.193**	0.169*	0.089	0.413**	−0.061	1
Cues to action (with)	−0.064	0.011	0.017	0.002	−0.102	−0.005	−0.02	0.117	0.041	0.023	1
Vaccine attitude	0.219**	0.044	0.143*	0.049	−0.092	0.007	0.108	0.084	−0.023	0.021	0.367**	1

Note: *p<0.05 **p<0.01.

Table 7 Bivariate Correlation Analysis Between Video Communication Engagement and Other Variables

	Communication Engagement	Creator Type	Cover (With)	Video Type	Video Duration	Professional Basis (With)	Number of Followers	Core Issues (With)	The Richness of Vaccine Issues	The Richness of Vaccine Knowledge Points	Cues to Action (With)	Vaccine Attitude
Creator type	0.168*	1
Cover (with)	0.217**	−0.159*	1
Video type	0.095	0.502**	−0.296**	1
Video duration	−0.092	−0.118	0.022	−0.141*	1
Professional basis (with)	0.054	−0.116	0.096	−0.224**	0.296**	1
Number of followers	0.397**	0.364**	−0.089	0.380**	−0.012	0.017	1
Core issues (with)	0.047	−0.112	0.297**	−0.204**	0.06	0.242**	0.065	1
The richness of Vaccine issues	0.03	−0.091	0.1	−0.088	0.042	−0.095	0.03	0.006	1
The richness of Vaccine knowledge points	−0.167*	−0.074	0.124	−0.019	0.193**	0.169*	0.089	0.413**	−0.061	1
Cues to action (with)	−0.015	0.011	0.017	0.002	−0.102	−0.005	−0.02	0.117	0.041	0.023	1
Vaccine attitude	0.223**	0.044	0.143*	0.049	−0.092	0.007	0.108	0.084	−0.023	0.021	0.367**	1

Note: *p<0.05 **p<0.01.

Table 8 Results of the Stratified Regression Analysis with the Dependent Variable Being Communication Breadth

	Model 1		Model 2
	B	SE	B	SE
Constant	1.292**	0.26	0.268	0.388
Creator type	0.282**	0.078	0.094	0.075
Cover (with)	0.322*	0.149	0.036	0.137
Animation special effects (with)	0.386**	0.148	0.22	0.154
Video type	0.008	0.039	−0.013	0.038
Video duration	−0.018	0.111	−0.006	0.103
Professional basis (with)			0.003	0.182
Number of followers			0.342**	0.049
Expression of interest			0.023	0.058
The degree of storytelling			−0.007	0.051
Core issues (with)			0.499**	0.145
The richness of vaccine issues			−0.122*	0.061
The richness of vaccine knowledge points			−0.047	0.063
Cues to action (with)			−0.095	0.147
Vaccine attitude			−0.021	0.051
R^2	0.125		0.37
Adjusted R^2	0.102		0.323
F	F (5196)=5.589, p=0.000		F (14,187)=7.853, p=0.000
ΔR^2	0.125		0.245
ΔF	F (5196)=5.589, p=0.000		F (9187)=8.098, p=0.000
Dependent variable	Communication breadth

Note: *p<0.05 **p<0.01.

Table 9 Results of Stratified Regression Analysis with the Dependent Variable Being Communication Recognition

	Model 1		Model 2
	B	SE	B	SE
Constant	3.504**	0.238	1.919**	0.328
Creator type	0.164*	0.072	−0.021	0.063
Cover (with)	0.384**	0.136	0.187	0.116
Animation special effects (with)	0.239	0.135	0.207	0.13
Video type	0.05	0.036	0.021	0.032
Video duration	−0.136	0.101	−0.083	0.087
Professional basis (with)			−0.041	0.154
Number of followers			0.364**	0.041
Expression of interest			0.032	0.049
The degree of storytelling			0.066	0.043
Core issues (with)			−0.011	0.122
The richness of vaccine issues			−0.067	0.051
The richness of vaccine knowledge points			−0.125*	0.053
Cues to action (with)			−0.151	0.124
Vaccine attitude			0.092*	0.043
R^2	0.112		0.457
Adjusted R^2	0.089		0.417
F	F (5196)=4.927, p=0.000		F (14,187)=11.252, p=0.000
ΔR^2	0.112		0.346
ΔF	F (5196)=4.927, p=0.000		F (9187)=13.229, p=0.000
Dependent variable	Communication recognition

Note: *p<0.05 **p<0.01.

Table 10 Results of Stratified Regression Analysis with the Dependent Variable Being Communication Participation

	Model 1		Model 2
	B	SE	B	SE
Constant	1.585**	0.224	0.011	0.304
Creator type	0.144*	0.068	−0.048	0.058
Cover (with)	0.464**	0.129	0.231*	0.108
Animation special effects (with)	0.167	0.128	0.119	0.12
Video type	0.032	0.034	0.005	0.03
Video duration	−0.104	0.096	−0.078	0.081
Professional basis (with)			0.149	0.143
Number of followers			0.372**	0.038
Expression of interest			0.032	0.046
The degree of storytelling			0.033	0.04
Core issues (with)			0.043	0.113
The richness of vaccine issues			0	0.047
The richness of vaccine knowledge points			−0.115*	0.049
Cues to action (with)			−0.051	0.115
Vaccine attitude			0.069	0.04
R^2	0.108		0.474
Adjusted R^2	0.085		0.434
F	F (5196)=4.723, p=0.000		F (14,187)=12.023, p=0.000
ΔR^2	0.108		0.366
ΔF	F (5196)=4.723, p=0.000		F (9187)=14.457, p=0.000
Dependent variable	Communication participation

Note: *p<0.05 **p<0.01.

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