Modelling TRA and HBM theories to examine Covid-19 vaccine intention: a study of UK young people in the misinformation age

Nigel L Williams, Giancarlo Fedeli, Thi Hong Hai Nguyen, Philipp Wassler

Research output: Contribution to conferencePaperpeer-review

Abstract

Vaccination campaigns worldwide have been implemented to fight the persisting threats associated with the Covid-19 pandemic. However, some segments of the population are far from being even partially shielded by vaccine immunisation. This is the case of younger individuals that represent one of the least protected population segments. As the reasons determining vaccine intention can be multifold, including misinformation issues, it is imperative to increase the understanding of such factors as well as recognise demographical differences within the young segment. A quantitative study aimed at young UK individuals was conducted to contribute to this important field of research. Clustering analysis was performed and comparisons were drawn among the clusters highlighting significant differences. The insights of this study may prove useful to authorities responsible for the development of communication strategies aimed to increase vaccine intention of young people. Limitations associated with the study and suggestions for future research are also given.
Original languageEnglish
Number of pages5
Publication statusPublished - 15 Oct 2021
EventSIM Conference 2021: Digital transformation and marketing. Implications for business and society - Polytechnic University of Marche, Ancona, Italy
Duration: 14 Oct 202115 Oct 2021
Conference number: XVIII
http://www.simktg.it/sp/sim-conference-2021-digital-transformation-and-marketing-implications-for-business-and-society.3sp

Conference

ConferenceSIM Conference 2021
Country/TerritoryItaly
CityAncona
Period14/10/2115/10/21
Internet address

Keywords

  • vaccination intention
  • Covid-19
  • misinformation
  • young people
  • UK

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