Penn Bioethics Seminar Series (PBS): Ellen Moscoe, ScD, MA
12:00pm - 1:00pm • via Zoom
Social media surveys to measure COVID-19 vaccine hesitancy: Reach and representation
Ellen Moscoe, ScD, MA
Postdoctoral researcher, Medical Ethics and Health Policy, PSOM
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Abstract: As COVID-19 vaccine availability expands around the world, policy makers are working to ensure that global citizens are engaged and willing to get vaccinated. To understand drivers of hesitancy, eMBeD is conducting a global effort to measure attitudes and behavioral barriers related to COVID-19 vaccination. The survey, which measures vaccine perceptions and intentions, COVID-19 experience and beliefs, and behavioral dimensions such as trust, altruism, and social norms, is being conducted via a Facebook chatbot with a sample of Facebook users in each country, with representation across region, age, and gender. Results from 6 countries in the Middle East (West Bank, Gaza, Iraq, Lebanon, Libya and Tunisia; N= 41,823) have revealed that hesitancy is prevalent, with less than half of respondents indicating they intend to take the vaccine. Hesitancy varies across demographic groups, is high among health workers, is strongly predicted by social norms, and changes with the framing of the vaccine intentions question. Insights from the survey are currently being used to develop and test social media communication campaigns, and to conduct a second generation of surveys in countries where vaccine distribution is ongoing.
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