JMIR Publications

ABSTRACT

Background:

Misinformation in Spanish on social media platforms has contributed to COVID-19 vaccine hesitancy among Latino parents. Brigada Digital de Salud was established to disseminate credible, science-based information about COVID-19 in Spanish on social media.

Objective:

This study assessed participant reactions and engagement with Brigada Digital content that aimed to increase COVID-19 vaccine uptake among U.S. Latino parents and their children.

Objective:

This study assessed participant reactions and engagement with Brigada Digital content that aimed to increase COVID-19 vaccine uptake among U.S. Latino parents and their children.

Methods:

Guided by the Theory of Planned Behavior, we conducted a 5-week intervention in a private, moderator-led Facebook group with Spanish-speaking Latino parents of children aged 18 or younger (n=55). Intervention participants received 3-4 daily Brigada Digital posts and were encouraged to discuss the topics through comments and polls. To assess participant exposure, reactions, and engagement, we used participant responses to a web-based survey administered at 2-time points (baseline and after 5 weeks) and Facebook analytics to calculate the average participant views, reactions, and comments. Descriptive statistics were assessed for quantitative survey items, qualitative responses were thematically analyzed, and quotes were selected to illustrate themes.

Results:

A total of 101 posts were published during the 5-week period. Most participants reported visiting the group 1-3 times (40.0%) or 4-6 times (32.7%) per week, and viewing 1-2 posts (41.8%) or 3-4 (29.1%) posts per day. Analytics validated this exposure, with 36.4 views per participant on average. Participants had positive reactions to the intervention’s content, moderators, and group. Most respondents found the content informative and trustworthy (89.1%), and participants indicated that the content was concise, presented in an interesting way, and was easy to understand. Participants thought moderators were well-informed (92.6%) and helpful (90.7%), and praised them for being empathic and responsive. Participants also viewed the group environment as welcoming and group members as friendly (81.8%) and supportive (34.5%). The 3 most useful topics for participants were the safety/efficacy of adult COVID-19 vaccines (52.3%), understanding child risk levels (52.7%), and the science behind COVID-19 and variants (43.6%). Preferred formats were educational posts that could be read (69.1%) and videos, including expert interviews (51.0%) and instructional (47.3%). Regarding engagement, most participants self-reported reacting to posts 1-2 (29.1%) or 3-4 times per week (27.3%), and commenting on posts 1-2 (29.1%) or less than one time per week (36.4%). This engagement level was validated by analytics, with 10.6 reactions and 3 comments per participant on average during the 5 weeks. Recommendations for intervention improvement included more opportunities for engagement, like interacting in real-time with moderators.

Conclusions:

Overall, this intervention model shows promise for reaching Latino parents with audience-appropriate, credible information to promote child vaccination and health equity