Examining the Effect of Social Media Communication on COVID-19 Vaccination Intentions: The Mediating Role of Interpersonal Communication and Risk Perception

The emergence of COVID-19, originating from the novel coronavirus SARS-CoV-2, presented a global health crisis that had profound repercussions on societies worldwide. In response, the scientific community mobilized to swiftly develop effective vaccines in an unprecedented manner. Governments around the world launched extensive vaccination campaigns with the goal of attaining widespread immunity and ultimately bringing an end to the pandemic. The success of these endeavors to combat COVID-19 was partially contingent upon individuals’ willingness to receive vaccinations. Thus, understanding the factors influencing people's vaccine intentions becomes crucial for future similar pandemic scenarios. The Indian government implemented numerous strategic social media campaigns to enhance acceptance of the COVID-19 vaccine among its populace. These campaigns, executed with careful planning, harnessed various online platforms to communicate accurate information, address concerns, and underscore the vaccine’s significance in containing the virus’s spread. This study delves into the impact of social media communication on COVID-19 vaccine intentions, considering the mediating roles of interpersonal communication and risk perception. Data collected from a cross-sectional survey of 391 participants were subjected to structural equation modeling for analysis. The results indicated that social media communication directly and indirectly influenced vaccine attitudes, mediated by risk perception and interpersonal communication. Consequently, attitudes toward the vaccine significantly affected intentions to receive the COVID-19 vaccination.