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Increasing Seasonal Influenza Vaccination among University Students: A Systematic Review of Programs Using a Social Marketing Perspective

Author

Listed:
  • Daisy Lee

    (School of Professional Education and Executive Development, The Hong Kong Polytechnic University, Hong Kong, China)

  • Sharyn Rundle-Thiele

    (Social Marketing @ Griffith, Griffith University, Nathan, QLD 4111, Australia)

  • Tai Ming Wut

    (School of Professional Education and Executive Development, The Hong Kong Polytechnic University, Hong Kong, China)

  • Gabriel Li

    (School of Professional Education and Executive Development, The Hong Kong Polytechnic University, Hong Kong, China)

Abstract

The health and economic consequences of seasonal influenza present great costs to communities. Promoting voluntary uptake of the seasonal influenza vaccine among university students, particularly during the COVID-19 pandemic, can deliver protective effects for both individuals and the wider community. Vaccine uptake will be greatest when more of the social marketing benchmarks are applied. This systematic review summarizes evidence from programs aiming to increase seasonal influenza vaccination among university students. Six major electronic databases for health promotion studies (PubMed, EBSCO, ProQuest, Ovid, Web of Science, and ScienceDirect) were searched in November 2021 to capture peer-reviewed studies reporting field trials that have sought to increase seasonal influenza vaccination in university student populations, without any restrictions regarding the publication period. Following PRISMA guidelines, this paper identified 12 peer-reviewed studies that were conducted in the field in the United States, Australia, and Spain. Three studies were targeted at healthcare students and the rest focused on wider university student populations. Studies were narratively summarized, evidence of social marketing principles were identified, and quantitative outcomes were meta-analyzed. The findings indicate that none of the field studies, even a self-classified social marketing study, had adopted all eight of the social marketing benchmarks in program design and implementation. The two studies that only used promotion, but not other marketing-mix and social marketing principles, reported increases in students’ intention to be vaccinated but not actual behavior. Given that change is more likely when more social benchmarks are applied, this paper identifies activities that can be included in flu vaccine programs to improve flu vaccine uptake rates. The analysis highlights a lack of field studies focusing on increasing rates of vaccination behavior as research outcomes in countries beyond the United States.

Suggested Citation

  • Daisy Lee & Sharyn Rundle-Thiele & Tai Ming Wut & Gabriel Li, 2022. "Increasing Seasonal Influenza Vaccination among University Students: A Systematic Review of Programs Using a Social Marketing Perspective," IJERPH, MDPI, vol. 19(12), pages 1-22, June.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:12:p:7138-:d:836380
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    References listed on IDEAS

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    1. Philipp Wassler & Giacomo Del Chiappa & Thi Hong Hai Nguyen & Giancarlo Fedeli & Nigel L. Williams, 2022. "Increasing vaccination intention in pandemic times: a social marketing perspective," Italian Journal of Marketing, Springer, vol. 2022(1), pages 37-58, March.
    2. Bronchetti, Erin Todd & Huffman, David B. & Magenheim, Ellen, 2015. "Attention, intentions, and follow-through in preventive health behavior: Field experimental evidence on flu vaccination," Journal of Economic Behavior & Organization, Elsevier, vol. 116(C), pages 270-291.
    3. Alessandro Liberati & Douglas G Altman & Jennifer Tetzlaff & Cynthia Mulrow & Peter C Gøtzsche & John P A Ioannidis & Mike Clarke & P J Devereaux & Jos Kleijnen & David Moher, 2009. "The PRISMA Statement for Reporting Systematic Reviews and Meta-Analyses of Studies That Evaluate Health Care Interventions: Explanation and Elaboration," PLOS Medicine, Public Library of Science, vol. 6(7), pages 1-28, July.
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    Cited by:

    1. Shin-Ae Hong, 2023. "COVID-19 vaccine communication and advocacy strategy: a social marketing campaign for increasing COVID-19 vaccine uptake in South Korea," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-9, December.
    2. Heli Lu & Menglin Xia & Ziyuan Qin & Siqi Lu & Ruimin Guan & Yuna Yang & Changhong Miao & Taizheng Chen, 2022. "The Built Environment Assessment of Residential Areas in Wuhan during the Coronavirus Disease (COVID-19) Outbreak," IJERPH, MDPI, vol. 19(13), pages 1-20, June.

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