COVID-19 Vaccine Hesitancy : The effects of direct and indirect online opinion cues on psychological reactance toward health campaigns

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)peer-review

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Detail(s)

Original languageEnglish
Publication statusPublished - Aug 2021

Conference

Title104th Annual Conference of the Association for Education in Journalism and Mass Communication (2021 AEJMC)
LocationVirtual
PlaceUnited States
CityNew Orleans
Period4 - 7 August 2021

Abstract

The novel affordances on social media have altered the way people digest health information. This study takes the initiative to examine the roles of direct (user comments) and indirect (reaction emojis) opinion cues on a Facebook post promoting COVID-19 vaccines in influencing audiences’ psychological reactance toward the post and their vaccine hesitancy. We conducted a 2 (comments: support vs. oppose vaccines) × 2 (reaction emojis: support vs. oppose vaccines) between-subjects experiment among both supporters and opponents of COVID-19 vaccines (N = 554). Results showed that anti-vaccine comments accompanying a COVID-19 vaccine promotion post provoke audiences’ psychological reactance toward the post via the mediating effects of bandwagon perception and presumed post influence on others. The psychological reactance, in turn, incurs their COVID-19 vaccine hesitancy.

Bibliographic Note

Since this conference is yet to commence, the information for this record is subject to revision.

Citation Format(s)

COVID-19 Vaccine Hesitancy : The effects of direct and indirect online opinion cues on psychological reactance toward health campaigns. / LU, Fangcao; SUN, Yanqing.

2021. Paper presented at 104th Annual Conference of the Association for Education in Journalism and Mass Communication (2021 AEJMC), New Orleans, United States.

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)peer-review