Social Media Use and COVID-19 Vaccination Intent: An Exploratory Study on the Mediating Role of Information Exposure

We stumble upon new and repeating information daily. As information comes from many sources, social media continues to play a predominant role in disseminating information, ultimately impacting individuals’ perceptions and behaviors. A prime example of this impact was observed during the COVID-19 pandemic, in which social media use was influencing willingness to receive the COVID-19 vaccine. While studies on this relationship between social media use and vaccination intent have been widely investigated, less is known about the mechanisms that link these two variables, specifically the types of information seen on social media platforms and the effects of these different types of information. In this exploratory study, we demonstrate the mediator role of information exposure (to include both types of information and frequency) between social media use and vaccination intent. Our results show that different types of information mediate this relationship differently and demonstrate how these relationships were further moderated by the income level of the participant. We conclude with the implications of these findings and how our findings can inform the direction of future research within the field of human–computer interaction.