COVID-19 vaccination: engagement behavior patterns and implications for public health service communication

Azer, J. and Alexander, M. (2022) COVID-19 vaccination: engagement behavior patterns and implications for public health service communication. Journal of Service Theory and Practice, 32(2), pp. 323-351. (doi: 10.1108/JSTP-08-2021-0184)

Abstract

Purpose: COVID-19 vaccinations face a backdrop of widespread mistrust in their safety and effectiveness, specifically via social media platforms which constitute major barriers for the public health sector to manage COVID-19 (and future) pandemics. This study provides a more nuanced understanding of the public's engagement behavior toward COVID-19 vaccinations. Design/methodology/approach: Using Netnography, this study explores the public's interactions with vaccine communications by the WHO via Facebook. From WHO posts about the COVID-19 vaccination 23,726 public comments on Facebook were extracted and analyzed. Findings: Building on crisis communication, health and engagement literature, this paper identifies and conceptualizes seven patterns of engagement behavior toward the COVID-19 vaccination and develops the first framework of relationships between these patterns and the extant vaccine attitudes: vaccine acceptance, hesitancy and refusal. Practical implications: This paper helps policymakers identify and adapt interventions that increase vaccine confidence and tailor public health services communications accordingly. Originality/value: This research offers the first typology of patterns of engagement behavior toward COVID-19 vaccinations and develops a framework of relationships between these patterns and the existing understanding in health literature. Finally, the study provides data-driven communication recommendations to public health service organizations.

• Item Type: Articles
• Keywords: COVID-19, crisis communication, engagement behavior, public health, quantitative text analysis, services, social media, thematic analysis, vaccination, vaccine attitudes.
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Azer, Dr Jaylan
• Authors: Azer, J., and Alexander, M.
• Subjects: H Social Sciences > H Social Sciences (General)
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Research Group: Marketing
• Journal Name: Journal of Service Theory and Practice
• Journal Abbr.: JSTP
• Publisher: Emerald
• ISSN: 2055-6225
• ISSN (Online): 2055-6233
• Published Online: 22 February 2022
• Copyright Holders: Copyright © 2022 Emerald Publishing Limited
• First Published: First published in Journal of Service Theory and Practice 32(2): 323-351
• Publisher Policy: Reproduced in accordance with the publisher copyright policy