{"title":"Role of COVID-19 Caller Tune and Intention to Get Vaccinated: An Application of the Health Belief Model","authors":"Oly Mishra, Smitha Girija, Jyothsna Mallela","doi":"10.1177/09732586241248824","DOIUrl":null,"url":null,"abstract":"This study examined the persuasive healthcare communication of COVID-19 vaccination using mobile phone caller tunes as cues to action in intention to get vaccinated. Results indicate that caller tunes have a significant impact on only two constructs of the health belief model (HBM)—perceived benefits and self-efficacy—which can lead to getting vaccinated. However, the individual’s perception of barriers, severity and susceptibility was not found to be influenced by the caller tunes. The study was conducted with a sample of 334 drawn from India who were in the process of getting vaccinated at the time of the data collection. Our analysis reveals that a well-designed caller tune message by incorporating aspects of all constructs of HBM may have a bigger impact in such an unprecedented crisis. There is a dearth of research focussing on the relevance of cues to action in public health communication, and our study is an attempt to address this gap.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"41 1","pages":""},"PeriodicalIF":1.5000,"publicationDate":"2024-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Creative Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09732586241248824","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 0
Abstract
This study examined the persuasive healthcare communication of COVID-19 vaccination using mobile phone caller tunes as cues to action in intention to get vaccinated. Results indicate that caller tunes have a significant impact on only two constructs of the health belief model (HBM)—perceived benefits and self-efficacy—which can lead to getting vaccinated. However, the individual’s perception of barriers, severity and susceptibility was not found to be influenced by the caller tunes. The study was conducted with a sample of 334 drawn from India who were in the process of getting vaccinated at the time of the data collection. Our analysis reveals that a well-designed caller tune message by incorporating aspects of all constructs of HBM may have a bigger impact in such an unprecedented crisis. There is a dearth of research focussing on the relevance of cues to action in public health communication, and our study is an attempt to address this gap.
期刊介绍：
The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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