JMIR Publications

ABSTRACT

Background:

Hispanic communities have been disproportionately impacted by the COVID-19 pandemic. In addition to experiencing the higher risk and burden of the COVID-19 pandemic, Hispanic communities have faced challenges in accessing accurate and timely information about the course of the pandemic, including updates about vaccines. To overcome these challenges, we need to understand the conditions where Hispanics prefer to seek information regarding the COVID-19 vaccination.

Objective:

Grounded in the notion of intergroup favoritism guided by social identity theory and self-categorization theory, this study aims to apply for ingroup-outgroup comparisons in the context of seeking information regarding the COVID-19 vaccination using ethnic differences in participants (Hispanic vs. non-Hispanic), ethnic differences in stimulus image (Hispanic vs. non-Hispanic), and language differences (Spanish vs. English). Specifically, the first aim of this study is to compare Hispanic and non-Hispanic participants on the degree to which they prefer social media pages depending on the page's imagery and language. Next, focusing only on Hispanic participants, we will examine which conditions Hispanic participants prefer by manipulating images and languages on social media pages.

Methods:

A total of 936 participants (Hispanics = 448, non-Hispanics = 448) were included. We developed experimental social media group pages resembling Facebook groups, in which visual imagery and languages were manipulated. There were four conditions – the one with Hispanics in the image and Spanish, the one with non-Hispanics and Spanish, the one with Hispanics and English, and the one with non-Hispanics and English. Participants were asked to respond with the extent to which they were willing to get help from each of the social media group pages, assuming that they seek help related to the COVID-19 vaccine, irrespective of their actual vaccination status. An analysis of variance and a one-way repeated measured analysis of variance were conducted.

Results:

Results showed that Hispanic participants preferred social media pages with Hispanic imagery and Spanish text significantly more than non-Hispanics. Additionally, a social media page with non-Hispanic imagery and English text was less preferred by Hispanics than non-Hispanics. Regarding the most preferred condition over the others among Hispanics, the one with Hispanic imagery and Spanish text was the most preferred, especially over the one with non-Hispanic imagery and Spanish and non-Hispanic imagery and English. It is notable, however, that there were no significant differences between the one with Hispanic imagery and Spanish text and the one with Hispanic imagery and English, implying that language may not play a pivotal role in determining preferences, but imagery matters.

Conclusions:

The findings provide valuable insights into leveraging ingroup favoritism to promote public health equity. Hispanics demonstrated preferences for Hispanic imagery and Spanish text, highlighting the need to tailor communications resonating with marginalized communities’ distinct preferences to overcome access challenges.