Date of Conferral

2021

Degree

Ph.D.

School

Public Health

Advisor

Tolulope Osoba

Abstract

The internet and social media have transformed the way people receive information and connect, but the impact on society is still unknown. The purpose of this study was to examine the impact of indirect exposure to vaccine messages via the internet on young adults’ perceptions of childhood vaccinations. The health belief model and the social marketing theory were used as the theoretical framework. Research questions explored the relationship between exposure to anti and pro-vaccination messages and perceptions of participants as well as the relationship between perceptions of vaccination and intent to vaccinate. A quantitative correlational study design was used, with 184 responses collected through an online survey instrument. Inclusion criteria included being between the ages of 18 and 24, no children and not currently expecting, and no previous medical education or training. The participants were also screened for religious or cultural objections to vaccinations. Data analysis included descriptive statistics and one-way ANOVA analysis. The results indicated that most participants had been exposed to vaccination content online, but 56% reported experiencing more pro-vaccination messages. Exposure to vaccination messages was found to have a significant relationship with vaccination perceptions but not across all comparisons. The results represent a new proactive approach to vaccine research and significant implications for social change. The knowledge found with this study will increase the effectiveness of vaccine promotion and education programs as well as highlight the need to educate younger individuals about vaccinations before they become parents.

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