A study attempting to understand the public’s interactions with vaccine communications on social media has revealed seven patterns of engagement behaviour towards Covid-19 vaccination.

Published in the Journal of Service Theory and Practice, the research extracted and analysed 23,726 public comments on Facebook from World Health Organization posts about vaccination. Behaviour patterns identified from the comments were advocating, proposing, inquiring, sceptical, sarcastic, rebutting, and dispiriting.
The study could help policymakers amend interventions that improve vaccine confidence, as well as help public health organisations better tailor their communications.
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