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Increasing vaccination intention in pandemic times: a social marketing perspective

Author

Listed:
  • Philipp Wassler

    (University of Bergamo)

  • Giacomo Del Chiappa

    (University of Sassari)

  • Thi Hong Hai Nguyen

    (University of Greenwich)

  • Giancarlo Fedeli

    (Glasgow Caledonian University)

  • Nigel L. Williams

    (University of Portsmouth)

Abstract

With the release of several COVID-19 vaccines, hopes for ending the pandemic have emerged. However, the uptake of the vaccines is largely voluntary and depends on the intentions of the public. From a social marketing perspective, this study takes the case of Italy to identify and test factors that are likely to increase COVID-19-vaccine intention. A sample of 3893 respondents was collected throughout Italy and a model empirically tested by structural equation modeling. The findings suggest that a social marketing campaign for undertaking COVID-19 vaccines should educate the public, going beyond just safety and efficacy, and create positive social norms by combatting misinformation on various platforms, including social media. Furthermore, it was found that economic hardship from COVID-19 does not automatically translate to vaccination intention and that social marketing campaigns should particularly target economically vulnerable and important segments. Also, instilling a craving for travel could potentially stimulate citizens to undertake COVID-19 inoculation. Finally, contributions and implications for social marketing COVID-19 vaccines in Italy and elsewhere are addressed.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:ijmark:v:2022:y:2022:i:1:d:10.1007_s43039-022-00049-w
    DOI: 10.1007/s43039-022-00049-w
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    References listed on IDEAS

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    1. Ward, Jeremy K. & Cafiero, Florian & Fretigny, Raphael & Colgrove, James & Seror, Valérie, 2019. "France's citizen consultation on vaccination and the challenges of participatory democracy in health," Social Science & Medicine, Elsevier, vol. 220(C), pages 73-80.
    2. Wassler, Philipp & Nguyen, Thi Hong Hai & Mai, Le Quyen & Schuckert, Markus, 2019. "Social representations and resident attitudes: A multiple-mixed-method approach," Annals of Tourism Research, Elsevier, vol. 78(C), pages 1-1.
    3. Yaqub, Ohid & Castle-Clarke, Sophie & Sevdalis, Nick & Chataway, Joanna, 2014. "Attitudes to vaccination: A critical review," Social Science & Medicine, Elsevier, vol. 112(C), pages 1-11.
    4. Sigala, Marianna, 2020. "Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research," Journal of Business Research, Elsevier, vol. 117(C), pages 312-321.
    5. Khalilzadeh, Jalayer & Tasci, Asli D.A., 2017. "Large sample size, significance level, and the effect size: Solutions to perils of using big data for academic research," Tourism Management, Elsevier, vol. 62(C), pages 89-96.
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    Cited by:

    1. 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.
    2. 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.

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