Content Analysis of Selective WHO-Affiliated Member Countries’ COVID-19 Vaccination Messages on Twitter Targeting Young Adults

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Social Media, Youth, and the Global South

Abstract

This chapter examines how World Health Organization member countries use Facebook, Twitter, and Instagram to promote vaccination information and how audiences respond to the messages. The study provides insights into how global youth use social media platforms during public health crises. After viewing the advertisements, surveys administered to watchers show that less than 56% of the viewers recalled the flu campaign advertisement. Previous research has shown various responses to vaccine campaigns.

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Correspondence to Kapriatta Jenkins .

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Jenkins, K., Williams-Johnson, D., Sun, W. (2024). Content Analysis of Selective WHO-Affiliated Member Countries’ COVID-19 Vaccination Messages on Twitter Targeting Young Adults. In: Ngwainmbi, E.K. (eds) Social Media, Youth, and the Global South. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-41869-3_2

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