Using Twitter to Understand Public Perceptions Regarding the # HPV Vaccine: Opportunities for Public Health Nurses to Engage in Social Marketing

Jessica Keim‐Malpass · Emma McKim Mitchell · Christine Kennedy

78 citations0/0 files storedPublic Health Nursing

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Social Media in Health Education Cervical Cancer and HPV Research Vaccine Coverage and Hesitancy

Abstract

OBJECTIVES: Given the degree of public mistrust and provider hesitation regarding the human papillomavirus (HPV) vaccine, it is important to explore how information regarding the vaccine is shared online via social media outlets. The purpose of this study was to evaluate the content of messaging regarding the HPV vaccine on the social media and microblogging site Twitter, and describe the sentiment of those messages. DESIGN AND SAMPLE: This study utilized a cross-sectional descriptive approach. Over a 2-week period, Twitter content was searched hourly using key terms "#HPV and #Gardasil," which yielded 1,794 Twitter posts for analysis. Each post was then analyzed individually using an a priori coding strategy and directed content analysis. RESULTS: The majority of Twitter posts were written by lay consumers and were sharing commentary about a media source. However, when actual URLs were shared, the most common form of share was linking back to a blog post written by lay users. The vast majority of content was presented as polarizing (either as a positive or negative tweet), with 51% of the Tweets representing a positive viewpoint. CONCLUSIONS: Using Twitter to understand public sentiment offers a novel perspective to explore the context of health communication surrounding certain controversial issues.

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2005Three Approaches to Qualitative Content Analysis 2013National and state vaccination coverage among adolescents aged 13-17 years--United States, 2012.2011National and state vaccination coverage among adolescents aged 13 through 17 years--United States, 2010.2015Addressing vaccine hesitancy: The potential value of commercial and social marketing principles and practices

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2021The COVID-19 vaccine social media infodemic : healthcare providers’ missed dose in addressing misinformation and vaccine hesitancy 2021Misinformation warnings: Twitter’s soft moderation effects on COVID-19 vaccine belief echoes 2023Methods for Analyzing the Contents of Social Media for Health Care: Scoping Review 2018What Drives Health Professionals to Tweet About #HPVvaccine? Identifying Strategies for Effective Communication 2018Social Media Use in Cancer Care 2023HPV vaccine narratives on Twitter during the COVID-19 pandemic: a social network, thematic, and sentiment analysis 2022Trust Matters: The Effects of Social Media Use on the Public’s Health Policy Support Through (mis)beliefs in the Context of HPV Vaccination 2019Sentiment Analysis of Social Media on Childhood Vaccination: Development of an Ontology

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