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Countering Antivax Misinformation via Social Media: Message-Testing Randomized Experiment for Human Papillomavirus
Sunny Jung Kim1,2, Jenna E Schiffelbein3, Inger Imset3,4
1Health Behavior and Policy, School of Medicine, Virginia Commonwealth University, Richmond, VA, United States.
Journal of Medical Internet Research
|November 24, 2022
Summary
Evidence-based online messages improved parental attitudes toward the human papillomavirus (HPV) vaccine. This increased vaccine intention among parents of unvaccinated children, countering misinformation effectively.
Area of Science:
- Public Health
- Health Communication
- Vaccinology
Background:
- Suboptimal human papillomavirus (HPV) vaccination rates in adolescents are linked to parental vaccine perceptions.
- The internet amplifies misinformation and controversy surrounding HPV vaccination, impacting parental decisions.
Purpose of the Study:
- To evaluate the effectiveness of online messages in altering parental attitudes and behavioral intentions regarding HPV vaccination.
- To identify key themes in HPV vaccine messaging that resonate with parents.
Main Methods:
- A web-based experiment involved 1043 parents who completed pretest and posttest surveys after viewing one of 31 messages.
- Messages addressed themes such as vaccine safety, healthcare system trust, effectiveness, sexual activity links, and misinformation.
- Behavioral intentions to vaccinate were assessed in a subgroup of parents with unvaccinated children.
Main Results:
- Experimental group parents showed improved attitudes toward HPV vaccination compared to the control group (P=.003).
- Positive attitudes correlated with increased intention to vaccinate among parents of unvaccinated children (P=.05).
- Messages countering misinformation and citing government sources (e.g., CDC) were particularly effective.
Conclusions:
- Online, evidence-based messages can positively influence parental attitudes and intentions for HPV vaccination.
- Directly addressing misinformation and promoting vaccination through credible sources is crucial for improving uptake.
Keywords:
HPVHPV vaccinehuman papillomavirusmisinformationsocial mediavaccine communicationvaccine hesitancyMore Related Videos
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