The first study to analyse social media to understand attitudes towards the COVID-19 vaccine identifies the link between social media engagement behaviour and vaccine take up.
The research explored 10,000 public interactions with World Health Organisation (WHO) vaccine communications on Facebook.
Seven patterns of engagement behaviour towards the vaccine were identified by academics Dr Jaylan Azer from University of Glasgow Adam Smith Business School and Dr Matthew Alexander from Strathclyde Business School.
Their work developed a framework of relationships between these patterns and our existing understanding of vaccine acceptance, hesitancy and refusal.
The work provides communication recommendations to public health organisations and could inform how they use social media to better engage and communicate about the COVID-19 vaccination.
Read more on the Adam Smith Business School website