Characterizing Responses to COVID-19 Vaccine Promotion on TikTok.
Am J Health Promot
; 37(5): 638-645, 2023 06.
Artículo
en Inglés
| MEDLINE | ID: covidwho-20243186
ABSTRACT
PURPOSE:
The Alabama Department of Public Health (ADPH) sponsored a TikTok contest to improve vaccination rates among young people. This analysis sought to advance understanding of COVID-19 vaccine perceptions among ADPH contestants and TikTok commenters.APPROACH:
This exploratory content analysis characterized sentiment and imagery in the TikTok videos and comments. Videos were coded by two reviewers and engagement metrics were collected for each video.SETTING:
Publicly available TikTok videos entered into ADPH's contest with the hashtags #getvaccinatedAL and #ADPH between July 16 - August 6, 2021.PARTICIPANTS:
ADPH contestants (n = 44) and TikTok comments (n = 502).METHOD:
A content analysis was conducted; videos were coded by two reviewers and engagement metrics was collected for each video (e.g., reason for vaccination, content, type of vaccination received). Video comments were analyzed using VADER, a lexicon and rule-based sentiment analysis tool).RESULTS:
Of 44 videos tagged with #getvaccinatedAL and #ADPH, 37 were related to the contest. Of the 37 videos, most cited family/friends and civic duty as their reason to get the COVID-19 vaccine. Videos were shared an average of 9 times and viewed 977 times. 70% of videos had comments, ranging from 0-61 (mean 44). Words used most in positively coded comments included, "beautiful," "smiling face emoji with 3 hearts," "masks," and "good.;" whereas words used most in negatively coded comments included "baby," "me," "chips," and "cold."CONCLUSION:
Understanding COVID-19 vaccine sentiment expressed on social media platforms like TikTok can be a powerful tool and resource for public health messaging.Palabras clave
Texto completo:
Disponible
Colección:
Bases de datos internacionales
Base de datos:
MEDLINE
Asunto principal:
Medios de Comunicación Sociales
/
COVID-19
Tipo de estudio:
Investigación cualitativa
Tópicos:
Vacunas
Límite:
Adolescente
/
Humanos
/
Lactante
País/Región como asunto:
America del Norte
Idioma:
Inglés
Revista:
Am J Health Promot
Asunto de la revista:
Salud Pública
Año:
2023
Tipo del documento:
Artículo
País de afiliación:
08901171221141974
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