Digital Media Endorsement on COVID-19 Vaccination Hesitancy among Women in the Vhembe District, Limpopo Province of South Africa

Abstract

The study sought to investigate whether digital media endorsement influences COVID-19 vaccination hesitancy among Vhembe District-based women in South Africa. As conceptual frameworks, the study relied on digital media endorsement and vaccination hesitancy. A qualitative research method and exploratory research design were employed to better explore women’s views and perceptions on how digital media might influence COVID-19 vaccination hesitancy in the Global South. In this study, fifteen women participants aged between 20 and 45 were purposively selected to give their views and experiences concerning the identified lacuna. Data solicited through an in-depth structured interview schedule with open-ended questions were processed and analysed using a qualitative thematic analysis technique to develop pertinent themes and sub-themes. The study established that access to digital media platforms substantially endorsed COVID-19 vaccination hesitancy and uncertainty among most women in the Vhembe District of South Africa. This study further revealed that most women in the Vhembe District were vaccinated against the COVID-19 pandemic. At the same time, a few were hesitant and would somehow use digital media endorsements to decide whether to go for vaccination or not. It was further established that digital media endorsements through celebrities, public figures, and influential people played a significant role in most women accepting the COVID-19 vaccine. The results show how digital media endorsement affects women’s perceptions of the COVID-19 vaccination.