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This study aims to assess the sources of COVID-19 information respondents relied for COVID-19 pandemic information access and use, forms of misinformation and their influence on COVID-19 vaccine uptake hesitancy among frontline workers.

A Google Form developed questionnaire, distributed conveniently through link shared through WhatsApp groups was used to collect data from frontline workers from Dar es Salaam and Dodoma cities. Analysis was done using a binary regression analysis.

It was found that it was not the source that mattered for one to be hesitancy or not on COVID-19 vaccination, but the extent to which the information the source channels was manipulated or false.

Relying only Google Form questionnaire sent through a link on WhatsApp may have compromised the quality of information gathered and the quality of conclusion. Another study may have conducted through researcher administered questionnaire to a bigger sample to increase conclusion reliability and validity.

This study urges that to increase the COVID-19 vaccine uptake, it is important to ensure that the quality of information from the revealed dependable sources is checked to avoid possible consequential disquiet resulting from misinformation.

As the world is striving toward combating the COVID-19 or at least lessening its effects, this paper is of its own kind, using the theory of informative fictions to guide the assessment of the sources of information and the extent to which they influence misinformation on COVID-19 vaccine uptake hesitancy.

This case is intended to help students of business communication and public relations to trace the effects of communication by public figures and understand essential elements of designing effective communication. After working through the case and assignment questions, the students will be able to:understand the drivers of vaccine hesitancy;analyze the effects of mass communication on public sentiment, in a fast-changing public health situation; anddesign interventions to influence public awareness and action, using a simple model (5W) for mass communication.

As the vaccines first arrived after the devastating first wave of the Covid-19 pandemic, Indians hesitated to take the shot. Vaccine hesitancy, a worldwide phenomenon, hampered the uptake of the first Covid vaccines despite the dark clouds of the lethal disease. The case looks at the massive problem of vaccine hesitancy and how an integrated communication strategy could overcome and mitigate the challenge. The case protagonist, the leader of a communications agency, looks at the messaging, medium and platforms needed for strategic communication pitch to combat this vaccine hesitancy.

The case was designed for use in a graduate-level course in business communication. This case may be positioned toward the middle or end of the course to illustrate mass communication strategy for pressing and sensitive challenges. The case may also be used in a course on public relations, both at graduate and undergraduate levels.

Teaching notes are available for educators only.

CSS 8: Marketing.

Vaccination became a vital tool in the prevention against COVID-19 worldwide. The government of Uganda rolled out its first phase of vaccination in March 2021, targeting specific prioritised groups including health workers, armed personnel and teachers among others. Amidst the struggles to procure, administer and convince people about the safety of the vaccine, various, and at times seemingly credible influences came up to warn people against being vaccinated. Different reasons, specifically with regard to safety were raised by critiques and as such, some people including those in priority groups opted out of taking the vaccine. Due to this ambivalence in regard to COVID-19 vaccination, in 2021, government directed that all teachers who had not been vaccinated should not be allowed in schools upon reopening in 2022. This mixed approach study therefore, interrogated how teachers, as part of the priority groups, perceived of COVID-19 related vaccination, what level of knowledge they had about COVID-19 vaccination and their sources of information. In addition, tests were done to find out how perception and attitudes, level of knowledge and sources of information affected uptake of COVID-19 vaccines. Results indicate that teachers hold different conflicting views about COVID-19 vaccines. That although the majority get their information from traditional media, they have doubts, doubts about the cause and origin of COVID-19, about the intent behind vaccination and about their leaders.

India has the biggest number of active users on social media platforms, particularly Twitter. The purpose of this paper is to examine public sentiment on COVID-19 vaccines and COVID Appropriate Behaviour (CAB) by text mining (topic modeling) and network analysis supported by thematic modeling.

A sample dataset of 115,000 tweets from the Twitter platform was used to examine the perception of the COVID-19 vaccination and CAB from January 2021 to August 2021. The research applied a machine-learning algorithm and network analysis to extract hidden and latent patterns in unstructured data to identify the most prevalent themes. The COVID-19 Vaccine Hesitancy Amplification Model was formulated, which included five key topics based on sample big data from social media.

The identified themes are Social Media Adaptivity, Lack of Knowledge Providing Mechanism, Perception of Vaccine Safety Measures, Health Care Infrastructure Capabilities and Fear of Coronavirus (Coronaphobia). The study implication assists communication strategists and stakeholders design effective communication strategies using digital platforms. The study reveals CAB themes as with Mask Wearing Issues and Employment Issues as relevant themes discussed on digital channels.

The themes extracted in the present study provide a roadmap for policy-makers and communication experts to utilize social media platforms for communicating and understanding the perception of preventive measures of vaccination and CAB. As evidenced by the increased engagement on social media platforms during the COVID-19-induced lockdown, digital platforms are indeed valuable from the communication perspective to be proactive in the event of a similar situation. Moreover, significant themes, including social media adaptivity, absence of knowledge-providing mechanism and perception of safety measures of the vaccine, are the critical parameters leading to an amplified effect on vaccine hesitancy.

The COVID-19 Vaccine Hesitancy Amplification Themes (CVHAT) equips stakeholders and government strategists with a preconfigured paradigm to tackle dedicated communication campaigns and assess digital community behavior during health emergencies COVID-19.

The increased acceptance of vaccines and the following of CAB decrease the advocacy of mutation of the virus and promote the healthy being of the people. As CAB has been mentioned as a preventive strategy against the COVID-19 pandemic, the research preposition promotes communication intervention which helps to mitigate future such pandemics. As developing, economies require effective communication strategies for vaccine acceptance and CAB, this study contributes to filling the gap using a digital environment.

Chan et al. (2020) recommended using social media platforms for public knowledge dissemination. The study observed that the value of a communication strategy is increased when communication happens using highly trusted and accessible channels such as Twitter and Facebook. With the preceding context, the present study is a novel approach to contribute toward digital communication strategies related to vaccination and CAB.

The paper offers commissioners and practitioners insights into how a gender and culturally sensitive Covid-19 vaccination clinic was set up in a local area that was experiencing lower uptake rates.

This paper seeks to examine and share a city-wide approach to improve vaccine uptake in a large metropolitan city in the UK.

In mitigating inequalities and ensuring underserved populations have access to the Covid-19 vaccine, there is a need to work with communities to develop vaccine clinics that provide a local, convenient and trusted offer that meets the needs of residents.

Developing a local Covid vaccine offer that meets cultural needs focusing on an area of low uptake in a large metropolitan city.

The disparities of COVID-19 vaccination rates between the rural and urban areas have become apparent during this pandemic. There is a need to understand the root causes of vaccine hesitancy demonstrated by the rural population to increase coverage and to contain the disease spread throughout the United States. This study aimed to explore other factors influencing vaccine hesitancy among rural dwellers besides the geography-related barriers such as poor health care access and individuals having no or suboptimal insurance coverage.

By reviewing existing data and literature about vaccination, health literacy, and behaviors, and prevailing ideologies, we discuss the potential causes of vaccine hesitancy in rural areas that could create barriers for successful public health efforts related to vaccine coverage and provide suggestions to ameliorate the situation.

Geography-related barriers, health literacy, and preconceived notions are key determinants of adopting healthy behaviors and complying with public health authorities' recommendations among rural individuals during a public-health crisis. We argue that ideology, which is much deeper than preconception or misconception on vaccination, should be incorporated as a key factor to redefine the term “vulnerable populations” in public health research.

The limitation of our study is that we have not found an effective way to encourage the populations who hold conservative religious and political ideologies to join the efforts for public health. Even though geography-related barriers may strongly impact the rural dwellers in achieving optimal health, the various forms of ideologies they have toward certain health behaviors cannot be discounted to understand and address vaccine-related disparities in rural areas. There is a need to redefine the term “vulnerable population” particularly as it relates to rural areas in the United States. During large-scale public health disasters, scholars and public health authorities should consider the ideologies of individuals, in addition to other factors such as race/ethnicity, area of residence (rural vs. urban), and socioeconomic factors influencing the existing vulnerabilities and health disparities.

This study aims to explore the effect of mental health in terms of depression, anxiety, stress, fear of COVID-19 and quality of life (QoL) on the reluctance to be vaccinated in a population of Palestinian adults living in occupied Palestinian territories and Israel.

The authors recruited 1,122 Palestinian adults who consented to participate in the study; 722 were females, and the mean age of the sample was 40.83 (SD 8.8). Depression, anxiety, and stress scale (DASS), World Health Organization QoL-BREF, FCov-19 and reluctance to the vaccine scale were administered; hierarchical regression analysis was applied to test vaccine reluctance as a dependent variable, and mental health, fear of COVID-19 and QoL as independent variables. This study hypothesized influence of such variables on the vaccine choice with differences due to the participants’ geographical locations.

Findings showed an effect of mental health, particularly depression, QoL and fear of COVID on vaccine reluctance, with depression and fear of COVID in the West Bank and Gaza, while in Israel, QoL played a role in vaccination choices.

The future needs to be comprehended more thoroughly to discover mutations and fluctuations over time in vaccine hesitancy and the increasing role of psychological distress, diminished QoL and fear of Covid-19. Online recruitment might not have allowed the study to include the most disadvantaged strips of the Palestinian population.

Human rights perspectives must be considered in public health and public mental health policies to ensure the QoL and well-being for the Palestinian population during and following the pandemic.

The crumbling of the Palestinian health-care system exacerbated the sense of dread among the population and made them less likely to vaccinate. The pandemic-like spread of Covid-19 prompts a plea for the global community to actively advocate for the urgent re-establishment of equity, autonomy and durability of the medical infrastructure in the occupied territories and equal entitlements for the Palestinians in Israel.

The results demonstrated the importance for public mental health to consider the multiple levels implied in the vaccine refusal in Palestine and Israel among the Palestinian population.

The purpose of this paper is to develop a framework to evaluate and assess the performance of the COVID-19 vaccine distribution process that is sensitive to the unique supply-side and demand-side constraints exhibited in the US vaccine rollout.

A queuing framework that operates under two distinct regimes is formulated to analyze service rates that represent system capacity to vaccinate (under the first regime) and hesitancy-induced throughput (under the second regime). These supply- and hesitancy-constrained regimes form the focus of the present paper, as the former reflects the inherent ability of the nation in its various jurisdictions to mobilize, whereas the latter reflects a critical area for public policy to protect the population’s overall health and safety.

The two-regime framework analysis provides insights into the capacity to vaccinate and hesitancy-constrained demand, which is found to vary across the country primarily by politics and region. The framework also allows analysis of the end-to-end supply chain, where it is found that the ability to vaccinate was likely constrained by last-mile administration issues, rather than the capacity of the manufacturing and transportation steps of the supply chain.

This study presents a new framework to consider end-to-end supply chains as dynamic systems that exhibit different regimes because of unique supply- and demand-side characteristics and estimate rollout capacity and underlying determinants at the national, state and county levels.

Campaigns to promote the COVID-19 vaccination messages to vaccine-hesitant consumers in the late stages of the pandemic are often met with resistance. This study aims to explore a way to leverage positive emotions induced from entertainment media consumption to promote vaccination messages to this audience group.

An online experiment was conducted with vaccine-hesitant consumers (N = 409). Participants viewed personally relevant entertainment music videos or mundane videos and vaccinated messages embedded in user-generated comments.

Data revealed that feelings of inspiration and nostalgia induced from entertainment media consumption increased vaccination intentions via increased risk perceptions and reduced anti-vaccination attitudes.

Social marketers should consider leveraging the combined effect of entertainment media-induced positive emotions and user-generated comments to motivate behavioral change among vaccine-hesitant individuals in the late stages of the COVID-19 pandemic.

The present study adds to social marketing literature by showing mechanisms that positive emotions induced from entertainment social media consumption might lead to health behavioral change.