Integrated analysis of online signals and insight generation about digital conversations on COVID-19 vaccines in Eastern and Southern Africa: a longitudinal analysis of social listening data.

Q2 Biochemistry, Genetics and Molecular Biology BMC Proceedings Pub Date : 2023-07-04 DOI:10.1186/s12919-023-00261-2
Silvia Sommariva, Helena Ballester Bon, Sofia De Almeida, Jenna Mote, Sijmen Brouwers, Massimiliano Sani, Natalie Fol
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引用次数: 1

Abstract

Background: During the COVID-19 pandemic, social listening programs across digital channels have become an integral part of health preparedness and response planning, allowing to capture and address questions, information needs, and misinformation shared by users. This study identifies key social listening trends around COVID-19 vaccines in Eastern and Southern Africa and analyses how online conversations about this issue evolved over time.

Methods: A taxonomy developed and refined in collaboration with social and behaviour change teams was used to filter online conversations into nine subtopic categories. The taxonomy was applied to online content tracked in 21 countries in Eastern and Southern Africa over the period December 1, 2020-December 31, 2021. Metrics captured included volume of posts or articles and related user engagement. Qualitative analysis of content was conducted to identify key concerns, information voids and misinformation.

Results: Over 300,000 articles and posts about COVID-19 vaccines shared by users or outlets geolocated in the region were analysed. These results generated over 14 million engagements on social media and digital platforms. The analysis shows how conversations about access and availability of vaccines represented the largest share of engagement over the course of the period. Conversations about vaccine effectiveness and safety represented the second and third largest share of engagement, with peaks observed in August and November 2021. Online interest in childhood vaccination increased over time as vaccine eligibility criteria expanded in some countries in the region. Conversations mentioning mandates and certificates peaked in the last quarter of 2021, as governments as private sector entities expanded vaccine requirements.

Conclusions: Findings from this study show the importance of monitoring conversation trends over time and adjust social listening data collection systems to include emerging topics. The study also points to the need to consider concerns, information voids and misinformation around effectiveness and safety of vaccines in the context of overall concern for vaccine availability and access in Eastern and Southern Africa. This is fundamental to inform social and behaviour change strategies that promote vaccine demand effectively, without increasing public frustration over vaccine availability challenges and downplaying concerns around vaccine equity.

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对东部和南部非洲有关 COVID-19 疫苗的数字对话的在线信号和洞察力的综合分析:对社交聆听数据的纵向分析。
背景:在 COVID-19 大流行期间,数字渠道上的社交聆听计划已成为卫生准备和响应计划中不可或缺的一部分,可以捕捉并解决用户分享的问题、信息需求和错误信息。本研究确定了东部和南部非洲围绕 COVID-19 疫苗的主要社交聆听趋势,并分析了有关这一问题的在线对话是如何随着时间的推移而演变的:与社会和行为改变团队合作开发并完善的分类法用于将在线对话筛选为九个子主题类别。该分类法适用于 2020 年 12 月 1 日至 2021 年 12 月 31 日期间在东部和南部非洲 21 个国家跟踪的在线内容。采集的指标包括帖子或文章的数量以及相关的用户参与度。对内容进行了定性分析,以确定关键问题、信息空白和错误信息:结果:分析了该地区用户或媒体分享的有关 COVID-19 疫苗的 30 多万篇文章和帖子。这些结果在社交媒体和数字平台上产生了超过 1400 万次参与。分析结果表明,在此期间,关于疫苗的可及性和可用性的对话所占的参与比例最大。关于疫苗有效性和安全性的对话占参与量的第二和第三位,高峰期出现在 2021 年 8 月和 11 月。随着该地区一些国家疫苗接种资格标准的扩大,网上对儿童疫苗接种的兴趣也随之增加。在 2021 年最后一个季度,随着政府和私营部门实体扩大疫苗接种要求,提及任务和证书的对话达到高峰:本研究的结果表明,监测一段时间内的对话趋势和调整社交聆听数据收集系统以纳入新出现的话题非常重要。研究还指出,在东部和南部非洲对疫苗可用性和可及性的整体关注背景下,有必要考虑围绕疫苗有效性和安全性的担忧、信息空白和错误信息。这对于制定有效促进疫苗需求的社会和行为改变战略至关重要,同时又不会增加公众对疫苗供应挑战的挫败感和淡化对疫苗公平性的担忧。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
BMC Proceedings
BMC Proceedings Biochemistry, Genetics and Molecular Biology-Biochemistry, Genetics and Molecular Biology (all)
CiteScore
3.50
自引率
0.00%
发文量
6
审稿时长
10 weeks
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