JMIR Publications

ABSTRACT

Background:

The COVID-19 pandemic has had a significant impact on different countries due to which various health and safety measures were implemented with digital media playing a pivotal role. However, digital media also poses significant concerns, such as misinformation and lack of direction.

Objective:

We aimed to explore the role of digital and social media during the COVID-19 pandemic and its vaccines to understand the nature of the infodemic among caregivers and healthcare providers in an LMIC.

Methods:

This study employed a qualitative exploratory study design with purposive sampling strategies, conducted at three primary healthcare facilities in the province of Sindh, Pakistan. Seven focus group discussions with healthcare providers and 60 in-depth interviews with caregivers were conducted using semi-structured interviews through virtual platforms (Connect on Call and Zoom). Transcripts were analyzed through thematic analysis.

Results:

Our study revealed the pivotal role of electronic media, mHealth and social media during the pandemic. Four major themes were identified which include (1) sources of information about COVID-19 and its vaccination, (2) electronic media value and misleading communication, (3) mHealth leveraging and limitations during COVID-19 and (4) social media influence and barriers during COVID-19. Healthcare providers and caregivers shared that common sources of information were electronic media and mHealth, followed by social media. Some participants also used global media for more reliable information related to COVID-19. mHealth solutions such as public awareness messages, videos, call ringtones, and helplines promoted COVID-19 prevention techniques and vaccine registration. However, overwhelming influx of news, social-political narratives including misinformation/disinformation through social media such as WhatsApp, Facebook and Twitter were found to be the primary enablers of vaccine-related infodemics. Electronic media and mHealth were utilized more widely to promote the COVID-19 pandemic and vaccine-related information and communication. However, social, and electronic media-driven infodemics were identified as major factors for misinformation related to the COVID-19 pandemic and vaccine hesitancy. Further, this study also found a digital divide between the urban and rural populations, with the use of electronic media in rural, and social media in urban settings respectively.

Conclusions:

In conclusion this study found that in a resource-constrained setting like Pakistan the usage of mHealth, social media and electronic media on information spread (both factual and mis- and disinformation) relating to COVID-19 and its vaccination had a significant impact on vaccination attitudes. Based on qualitative findings, this study generated a model of digital communications and information dissemination ‘to increase knowledge about COVID-19 and its prevention measures, including vaccination which can be replicated in similar settings for other disease burdens and related infodemics. Further to mitigate infodemics, both digital and non-digital interventions are needed at a larger scale.