JMIR Publications

ABSTRACT

Vaccine information and misinformation is spread through social media, in ways that may vary by platform. We utilise a balanced panel dataset of 257 respondents’ stated Covid-19 vaccine preferences to test whether social media use is associated with changes in likely vaccine uptake, and whether trust in sources of information has a moderating role. We surveyed New Zealanders online in August 2020, October/November 2020 and March/April 2021. For each survey wave we classify respondents as resistant (never chose a vaccine), hesitant (chose a vaccine between one and five times) and pro-vaccine (chose a vaccine six out of six times). To analyse this novel application of stated choice data we use Logit models to analyse transitions between categories between waves at the individual level, as well as a pooled partial proportional odds model to analyse the panel data. We find a positive or neutral association between social media use and vaccine uptake. Facebook, Twitter and Tiktok users who are pro are less likely to become hesitant or resistant. Facebook and Instagram users who are hesitant are more likely to become pro. Some social media platforms may have a more positive effect on vaccine uptake preferences for those who do not trust the government. In interpreting our results, we note an overall high level of pro-vaccine orientation in New Zealand over the time period of the study. The paper contributes to the wider literature, which shows social media can be associated with reinforcing both pro- and anti-vaccination sentiment.