COVID-19 Vaccine Hesitation in Online Consumers: Social Media Textual Analysis (Preprint)
BACKGROUND The COVID-19 pandemic continues to greatly impact the global community as we recently marked the one-year anniversary of the first cases of the disease. While many strides have been made in the medical community to produce several viable vaccines, much hesitancy exists within the public regarding the efficacy of the vaccines as well as their potential side effects. OBJECTIVE This study examines the public response to the COVID-19 vaccine by analyzing social media mentions of hesitancy. METHODS Brandwatch software was used to capture social mentions regarding vaccine hesitancy between September 1, 2020 and December 31, 2020 before undergoing a text analytic process using SAS text-mining software. Eight unique topics were identified before being further analyzed for themes in positive and negative sentiment. RESULTS The data indicate that there is mistrust and hesitancy surrounding the vaccines; however, positive themes also emerged surrounding the sources of the information (health care professionals, doctors, and government organizations). Pfizer was found to elicit both positive and negative emotions regarding their involvement with vaccine production. Overall, the negative sentiment surrounding the vaccines tended to dominate the social media conversation. CONCLUSIONS Through the use of credible communicators, COVID-19 vaccine hesitation may be mitigated. A combination of online and offline word-of-mouth strategies are suggested to reach relevant populations of interest. Topics of personal anecdotes of safety, effectiveness and recommendations among family are suggested as communication opportunities for frontline health care workers.