Preferences for Social Media Vaccination Messaging

Which characteristics of social media vaccination posts do audiences prefer when deciding which content to engage with?In this cross-sectional study of 243 adults in California, social media vaccination posts that were factual and from trusted public health organizations and health care workers were significantly more likely to be preferred than humorous or unsourced posts. The artwork type of a post showed no significant association with preference.Findings from this study suggest that innovative experimental methods, such as discrete choice experiment, can inform the design of digital public health communication.

Corresponding Author: Lucía Abascal Miguel, MD, PhD, University of California, San Francisco, 550 16th St, San Francisco, CA 94107-0000 (lucia.abascal@ucsf.edu).

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