The Roles of Information Valence, Media Literacy and Perceived Information Quality on the Association Between Frequent Social Media Exposure and COVID-19 Vaccination Intention

Meiqi Xin, Sitong Luo, Suhua Wang, Junfeng Zhao, Guohua Zhang, Lijuan Li, Liping Li, Joseph Tak Fai Lau (Corresponding Author)

Research output: Journal article publicationJournal articleAcademic researchpeer-review

Abstract

Purpose: This study aimed to examine the associations between frequent exposure to positive/negative information about vaccine efficacy/safety on social media and intention of COVID-19 vaccination, and to test if media literacy and perceived information quality would moderate such associations. Design: A multi-city cross-sectional survey. Setting: At five universities in different regions of China. Subjects: 6922 university students (a response rate of 72.3%). Measures: frequency of exposure to social media information about COVID-19 vaccination, media literacy, perceived information quality, intention of COVID-19 vaccination, and sociodemographic characteristics. Analysis: Logistic regression analysis was conducted to test main and interaction effects. Results: Higher exposure to positive information about vaccine efficacy (adjusted odds ratio [AOR] = 1.30, P <.001) and vaccine safety (AOR = 1.27, P <.001) were positively associated with vaccination intention. No significant associations were shown between exposure to negative information about vaccine efficacy/safety and vaccination intention. Higher net exposure to negative vs positive information was negatively associated with vaccination intention (AOR =.82, P <.001). High media literacy was further found to attenuate the effect of negative information exposure and strengthen that of positive information exposure. Perceived information quality was not a significant moderator. Conclusion: The valence of social media information regarding the efficacy and safety of COVID-19 vaccines and individuals’ media literacy jointly shaped COVID-19 vaccination intention. The findings can inform the development of effective health promotion strategies for enhancing COVID-19 vaccination.

Original languageEnglish
JournalAmerican Journal of Health Promotion
DOIs
Publication statusE-pub ahead of print - 16 Aug 2022

Keywords

  • COVID-19 vaccination
  • information valence
  • media literacy
  • perceived information quality
  • public health communication
  • social media

ASJC Scopus subject areas

  • Health(social science)
  • Public Health, Environmental and Occupational Health

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