墨西哥的数字健康沟通和疫苗信心使用聚合随机品牌提升研究:二次分析
Berenice Muñoz Cordero1,2,3, Rodrigo Romero Feregrino1,2,4,5,6, Raul Romero Feregrino1,2,4,6,7
1Asociación Mexicana de Vacunología, Mexico City, Mexico.
JMIR formative research
|January 6, 2026
概括
墨西哥的数字疫苗接种活动提高了对疫苗的信心,增加了广告召回和安全感,特别是在年轻女性中. 这些社交媒体的努力显示出公共卫生沟通的前景,尽管行为变化没有直接测量.
科学领域:
- 公共卫生 公共卫生
- 数字健康干预措施 数字健康干预措施
- 疫苗学 疫苗学 疫苗学
背景情况:
- 疫苗信心下降需要数字干预,但中等收入国家的现实证据很少.
- 梅塔的品牌提升研究 (BLS) 提供了一种方法,通过随机曝光来估计数字内容的态度转变.
- 墨西哥庞大的互联网用户群为评估数字疫苗接种活动提供了合适的背景.
研究的目的:
- 评估5个数字疫苗接种活动对墨西哥COVID-19疫苗信心的影响.
- 分析关键态度构造的变化,包括广告回忆,感知安全性,重要性和有效性.
- 评估2021年至2022年期间在Facebook和Instagram上的活动有效性.
主要方法:
- 追溯的生态设计分析聚合的BLS数据.
- 测量结果:广告回忆,感知重要性,安全性,疗效和副作用问题.
- 通过Meta的贝叶斯方法定义的统计学意义 (≥2%升高,≥90%后方概率).
主要成果:
- 活动达到了8490万个账户,所有账户都显示出明显的态度改善.
- 广告召回在4个活动中增加;对副作用的担忧在2个活动中减少.
- 感知到的安全性,重要性和有效性有所改善,特别是在年轻用户和女性中.
结论:
- 大规模的数字化活动可以提高中等收入环境中的疫苗信心决定因素.
- 有针对性的社交媒体策略改善了人们的看法,尤其是在特定的人口群体中.
- 虽然观察到态度的变化,但未来的研究应该将其与疫苗接种行为联系起来.
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