social distancing Archives - KB Collaboratory

Promoting Social Distancing and COVID-19 Vaccination in a Social Media Feed for Mothers

August 29, 2022 Klein Buendel

The Health Chat team from Klein Buendel, the University of Connecticut, Colorado State University, and East Tennessee State University has published findings from a health communication study in the journal JMIR Infodemiology. The purpose of the study was to examine how the source of health information shared via a Facebook social media feed might impact behavioral intentions related to practicing social distancing or accepting COVID-19 vaccination. The Facebook group participants were mothers of adolescent daughters. The social media feed varied the source of information in posts on four topics: social distancing, COVID-19 vaccines, digital and media literacy, and family communication about COVID-19. The information sources were government agencies, near-peer parents, and news media.

In summary, 303 mothers with adolescent daughters from a previous study testing a social media campaign on indoor tanning were recruited in January 2021 and enrolled in a randomized single-factor design (government agencies vs. near-peer parents vs. news media) evaluating the 9-week Facebook feed with four assessments at baseline and 3-week, 6-week, and 9-week follow-ups. Mothers received one social media post each day (Monday-Friday) in three randomly assigned Facebook private groups, covering all four topics plus one additional post on a positive non-pandemic topic to promote engagement. Posts in the three groups had the same messages but differed by links to information from government agencies, near-peer parents, or news media in the post. Views, reactions, and comments related to each post were counted to measure engagement with the messages. Mothers reported on social distancing and vaccine intentions for themselves and their daughters at the four assessment points.

Research methods and analyses are detailed in the JMIR Infodemiology paper. Nearly all mothers (98%) remained in the Facebook private groups throughout the 9-week trial period, and assessment completion rates were high. Analysis showed that social distancing behavior by mothers and daughters decreased over time but vaccine intentions increased. Decrease in social distancing by daughters was greater in the near-peer source group and lesser in the government agency group. The higher perceived credibility of the assigned information source increased social distancing and vaccine intentions. Mothers’ intentions to vaccinate themselves may have increased when they considered the near-peer source to be not credible. According to the authors, decreasing case counts, relaxation of government restrictions, and vaccine distribution during the study may explain the decreased social distancing and increased vaccine intentions.

This research was funded by a grant and supplement from the National Cancer Institute (CA192652). Dr. David Buller from Klein Buendel and Dr. Sherry Pagoto from the University of Connecticut were the project’s Multiple Principal Investigators. Additional authors on this publication include Joseph Divito from the University of Connecticut; Dr. Kim Henry from Colorado State University; Dr. Katie Baker and Dr. Joel Hillhouse from East Tennessee State University; and Dr. Barbara Walkosz, Dr. Gill Woodall, Julia Berteletti, and Alishia Kinsey from Klein Buendel.

Promoting Social Distancing and COVID-19 Vaccine Intentions

May 31, 2022 Klein Buendel

Dr. David Buller, Klein Buendel’s Director of Research, presented findings from a supplemental campaign to the Health Chat social media intervention for mothers and their teenage daughters at the 72^nd Annual Conference of the International Communication Association in Paris, France, May 26-30, 2022.

The COVID-19 pandemic is the most severe public health crisis in the past 100 years. To control the pandemic, the Centers for Disease Control and Prevention (CDC) advised Americans to practice non-pharmaceutical interventions (social distancing) and federal and state governments mounted an unprecedented biomedical endeavor to develop and distribute vaccines and boosters.

Social media is playing a large role in disseminating information on the COVID-19 pandemic, but it is also being used to spread misinformation that affects prevention measures such as social distancing and vaccine acceptance.

A sample of 303 mothers of teen daughters were enrolled in a 3 (information source) x 4 (assessment period) randomized factorial trial from January to March 2021 to evaluate effects of information sources in a social media campaign addressing non-pharmaceutical interventions (social distancing), COVID-19 vaccinations, media literacy, and mother-daughter communication about COVID-19. Mothers received the 9-week campaign in one of three Facebook private groups in which posts contained information and links to government agencies, near-peer parents, or news media.

Mothers reported social distancing behavior and COVID-19 vaccine intentions for self and daughter in baseline and 3-, 6-, and 9-weeks post-randomization assessments.

In intent-to-treat analyses, social distancing behavior by mothers and daughters decreased over time but vaccine intentions increased. The decrease in social distancing by daughters was greater in the near-peer source group and lesser in the government source group. Higher perceived credibility of assigned information source increased social distancing and vaccine intentions. Decreasing case counts, relaxation of government restrictions, and vaccine distribution during the study may explain the decreased social distancing and increased vaccine intentions.

Campaign planners may be more effective when selecting information sources that audiences consider credible when promoting COVID-19 prevention as no source was more credible in general.

This research was funded by a grant and supplement from the National Cancer Institute (CA192652; Dr. David Buller and Dr. Sherry Pagoto, Multiple Principal Investigators). Authors on this presentation include Dr. Sherry Pagoto, Joseph Divito, Christie Idiong, and Haley Troy from the University of Connecticut; Dr. Kim Henry from Colorado State University; Dr. Katie Baker and Dr. Joel Hillhouse from East Tennessee State University; and Dr. David Buller, Dr. Barbara Walkosz, Dr. Gill Woodall, Julia Berteletti, and Alishia Kinsey from Klein Buendel.

COVID-19 Social Media Feed for Mothers and Teen Daughters

April 7, 2022 Klein Buendel

Social media is a key channel for information on COVID-19 from government agencies, near-peers, and news media. The Health Chat team developed a social media feed that varied type of information source in posts on social distancing, COVID-19 vaccines, digital and media literacy, and family communication. Dr. David Buller from Klein Buendel presented findings from the COVID-19 social media feed at the 43rd Annual Meeting & Scientific Sessions of the Society of Behavioral Medicine in Baltimore, MD, April 6-9 2022.

A total of 303 mothers with adolescent daughters from a previous study testing a social media campaign on indoor tanning were recruited in January 2021 and enrolled in a randomized single-factor design (government agencies v. near-peer parents v. news media) of a 9-week Facebook feed with four assessments (baseline, 3-week, 6-week, and 9-week follow-ups). The feed contained five posts per week based on social cognitive theory, transportation theory, and diffusion of innovation theory. Mothers reported on social distancing and vaccine intentions for self and daughters.

Using intention-to-treat analyses, mothers’ reports of social distancing by self and daughter declined over the 9-weeks. Daughters’ social distancing declined faster in the near-peer condition but less quickly in the government condition. Vaccine intentions increased over the nine weeks in all experimental condition. Baseline intentions seemed to moderate effect of condition on change in intentions. Mothers with initially high vaccine intentions (relative to moderate intentions) assigned to the government condition reported a less steep increase in intentions over time and had slightly lower intentions to vaccinate at the end of the study. Baseline credibility of the assigned information source predicted increased vaccine intentions. However, in the near-peer condition, mothers who assigned them lower as opposed to higher credibility showed increased vaccine intentions.

Theory-based posts emphasizing information from government agencies may have provided credible counterarguments against local jurisdictions relaxing pandemic restrictions that slowed declines in daughters’ social distancing. The near-peer sources may have been influential with mothers who did not expect them to convey the credible arguments supporting vaccines which they did in the experimental feed, consistent with violations of expectations theory in persuasive communication.

This research is funded by a grant and supplement from the National Cancer Institute (CA192652; Dr. David Buller and Dr. Sherry Pagoto, Multiple Principal Investigators). Authors on this presentation include Dr. Sherry Pagoto and Joseph Divito from the University of Connecticut; Dr. Kim Henry from Colorado State University; and Dr. David Buller, Dr. Barbara Walkosz, Dr. Gill Woodall, Julia Berteletti, and Alishia Kinsey from Klein Buendel.