Social Media, Misinformation, and Vaccine Uptake
Exposure to misinformation on social media is associated with lower vaccine uptake intentions, particularly among groups with low institutional trust. This study combines social network analysis of misinformation spread with a representative survey measuring exposure and vaccine intentions to identify pathways linking online misinformation to hesitancy. We find that network position, trust in local messengers, and prior experiences with health systems moderate the relationship between exposure and uptake intentions. Community‑led, trust‑centered communication strategies and investments in local messengers outperform top‑down myth‑busting approaches in increasing uptake intentions among skeptical groups. The paper recommends funding local outreach, strengthening community partnerships, and addressing structural access barriers alongside communication efforts.
Introduction
Misinformation spreads rapidly on social media and can undermine public health campaigns. Trust in institutions and local messengers shapes how people interpret information. This study examines how exposure and trust interact to influence vaccine intentions.
Methods
We combined social network analysis of misinformation clusters with a representative survey measuring exposure, trust, and vaccine intentions. Regression models tested moderation by trust and local messenger influence.
Results
Exposure to misinformation correlated with lower vaccine intentions, but strong local messenger trust attenuated this effect. Community‑led messaging and trusted local health workers were more effective than national myth‑busting campaigns in increasing intentions among skeptical groups.
Discussion
Invest in local messengers, community partnerships, and structural access improvements (e.g., mobile clinics) to increase uptake. Communication alone is insufficient without addressing access and trust.
References
- Greene JA, et al. Trust and health communication. Milbank Quarterly. 2019.
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- Vosoughi S, Roy D, Aral S. The spread of true and false news online. Science. 2018.