The effect of social media communication on intention to vaccinate against COVID-19: A relationship mediated by perceptions of vaccine efficacy and safety

ABSTRACT

Although previous literature has found significant effects of social media communication (SMC) on intention to vaccinate, the effect of the sources of SMC has not been explored. To fill this gap, this study investigates a) the effects of official sources and user-generated SMC on intention to vaccinate against COVID-19, and b) the mediating effects of perceived vaccine efficacy, safety, and risk perception on the relationship between SMC and intention to vaccinate against COVID-19. Online survey data (n = 428) was analysed using structural equation modelling (SEM). Results revealed that official sources SMC is positively associated with vaccine intention while user-generated SMC had no significant association. Mediation analysis revealed a partial mediation effect of perceived vaccine efficacy and safety in the relationship between official source SMC and intention to vaccinate against COVID-19, while a full mediation effect of perceived vaccine efficacy and safety was found between user-generated SMC and intention to vaccinate against COVID-19. The mediating effect of perceived risk was not found. © 2023 Informa UK Limited, trading as Taylor & Francis Group.