How Does Digital Media Search for COVID-19 Influence Vaccine Hesitancy? Exploring the Trade-off between Google Trends, Infodemics, Conspiracy Beliefs and Religious Fatalism.

Digital media has remained problematic during COVID-19 because it has been the source of false and unverified facts. This was particularly evident in the widespread misinformation and confusion regarding the COVID-19 vaccine. Past research suggested infodemics, conspiracy beliefs, and religious fatalism as potential threats to public COVID-19 vaccine hesitancy. However, the literature is primarily void of empirical evidence associating demographic attributes with efforts to build vaccine hesitancy. Therefore, this research uses two studies: (Study 1) Google Trends and (Study 2) survey method to provide inclusive empirical insight into public use of digital media during COVID-19 and the detrimental effects of infodemics, conspiracy beliefs, and religious fatalism as they were related to building COVID-19 vaccine hesitancy. Using Google Trends based on popular keywords the public searched over one year, Study 1 explores public digital media use during COVID-19. Drawing on this exploration, Study 2 used a cross-sectional national representative survey of 2120 adult Pakistanis to describe the influence of potential hazards such as infodemics on public vaccine hesitancy. Study 2 revealed that infodemics, conspiracy beliefs, and religious fatalism predict vaccine hesitancy. In addition, gender moderates the relationship between infodemics and conspiracy beliefs and vaccine hesitancy. This implies that there is a dispositional effect of the infodemics and conspiracy beliefs spread digitally. This study's findings benefit health and other concerned authorities to help them reduce religious fatalism, vaccine hesitancy, and conspiracy theories with targeted communication campaigns on digital media.

Assessing How Risk Communication Surveillance Prompts COVID-19 Vaccine Acceptance Among Internet Users by Applying the Situational Theory of Problem Solving: Cross-Sectional Study.

BACKGROUND: The World Health Organization has recently raised concerns regarding the low number of people fully vaccinated against COVID-19. The low ratio of fully vaccinated people and the emergence of renewed infectious variants correspond to worsening public health. Global health managers have highlighted COVID-19 vaccine-related infodemics as a significant risk perception factor hindering mass vaccination campaigns. OBJECTIVE: Given the ambiguous digital communication environment that has fostered infodemics, resource-limited nations struggle to boost public willingness to encourage people to fully vaccinate. Authorities have launched some risk communication-laden digital interventions in response to infodemics. However, the value of the risk communication strategies used to tackle infodemics needs to be evaluated. The current research using the tenets of the Situational Theory of Problem Solving is novel, as it explores the impending effects of risk communication strategies. The relationship between infodemic-induced risk perception of COVID-19 vaccine safety and risk communication actions to intensify willingness to be fully vaccinated was examined. METHODS: This study used a cross-sectional research design vis-à-vis a nationally representative web-based survey. We collected data from 1946 internet users across Pakistan. Participants voluntarily participated in this research after completing the consent form and reading ethical permissions. Responses were received over 3 months, from May 2022 to July 2022. RESULTS: The results delineated that infodemics positively affected risk perception. This realization pushed the public to engage in risky communicative actions through reliance on and searches for accurate information. Therefore, the prospect of managing infodemics through risk information exposure (eg, digital interventions) using the situational context could predict robust willingness to be fully vaccinated against COVID-19. CONCLUSIONS: These pioneering results offer strategic considerations for health authorities to effectively manage the descending spiral of optimal protection against COVID-19. This research concludes that the likelihood of managing infodemics using situational context through exposure to relevant information could improve one's knowledge of forfending and selection, which can lead to robust protection against COVID-19. Hence, more situation-specific information about the underlying problem (ie, the selection of an appropriate vaccine) can be made accessible through several official digital sources to achieve a more active public health response.

Assessing Response Readiness to Health Emergencies: A Spatial Evaluation of Health and Socio-Economic Justice in Pakistan.

COVID19 pandemic has put the global health emergency response to the test. Providing health and socio-economic justice across communities/regions helps in resilient response. In this study, a Geographic Information Systems-based framework is proposed and demonstrated in the context of public health-related hazards and pandemic response, such as in the face of COVID19. Indicators relevant to health system (HS) and socio-economic conditions (SC) are utilized to compute a response readiness index (RRI). The frequency histograms and the Analysis of Variance approaches are applied to analyze the distribution of response readiness. We further integrate spatial distributional models to explore the geographically-varying patterns of response readiness pinpointing the priority intervention areas in the context of cross-regional health and socio-economic justice. The framework's application is demonstrated using Pakistan's most developed and populous province, namely Punjab (districts scale, n = 36), as a case study. The results show that ~ 45% indicators achieve below-average scores (value < 0.61) including four from HS and five from SC. The findings ascertain maximum districts lack health facilities, hospital beds, and health insurance from HS and more than 50% lack communication means and literacy-rates, which are essential in times of emergencies. Our cross-regional assessment shows a north-south spatial heterogeneity with southern Punjab being the most vulnerable to COVID-like situations. Dera Ghazi Khan and Muzaffargarh are identified as the statistically significant hotspots of response incompetency (95% confidence), which is critical. This study has policy implications in the context of decision-making, resource allocation, and strategy formulation on health emergency response (i.e., COVID19) to improve community health resilience.

Exploring Influence of Communication Campaigns in Promoting Regenerative Farming Through Diminishing Farmers' Resistance to Innovation: An Innovation Resistance Theory Perspective From Global South.

Climate change and farming malpractices (e.g., harmful pesticides use) are harmful to the globe's productive soil and biodiversity, thereby posing a hazard to the survival of future generations. Innovative technologies provide continuous smart conservation solutions, such as regenerative farming, to confront the ongoing climate crisis and maintain biodiversity. Albeit, regenerative farming has the potential to conserve climate change by upgrading the soil's organic materials and reinstating biodiversity leading to carbon attenuation. However, a critical problem remains concerning adapting conservation farming practices that can assist low-income farmers. In this scenario, theoretical-driven communication campaigns are critical for addressing individuals' resistance to innovation. Thereby, this research uncovers the moderating influence of the numerous communication tools in determining the adoption of regenerative farming through diminishing farmers' resistance to innovation. The study employed a cross-sectional design vis-à-vis a survey method. A sample of 863 farmers participated by responding to the self-administrated questionnaire. In line with prior theories, the study's results identified that communication campaigns such as public service advertisements and informative scientific documentaries could reduce the resistance to innovation that increases the attitude toward the adoption of regenerative farming with varied intensity. Besides, informational support also remained a significant contributor in determining the intention to adopt regenerative farming. This specifies that implanting habits of conservation farming requires the initiation of communication campaigns using different media content. These results may be advantageous for policymakers to influence farmers' intentions to adopt regenerative farming.

Ingraining Polio Vaccine Acceptance through Public Service Advertisements in the Digital Era: The Moderating Role of Misinformation, Disinformation, Fake News, and Religious Fatalism.

Recently, misinformation and disinformation, as well as fake news, have become global threats to public health owing to their role in spreading viral health hazard information. The growing explosive religious fatalistic views presented on social media and widespread misinformation, disinformation, and fake news can result in detrimental outcomes in adopting protective behavior. The moderating implications of misinformation and religious fatalism can be severe, leading to adverse effects on polio vaccine acceptance. Consequently, this research provides brief empirical evidence on the efficacy of risk communication strategies to address polio vaccine reluctance in a digital age landscape, an area that remains understudied. This research argues that the spread of misinformation, disinformation, fake news, and religious fatalism is not solely the bane of the polio vaccine, but rather represents the absence of risk communication strategies. The study opines that polio vaccine acceptance can be improved using risk communication strategies. Recognizing these risk factors and counter-risk communication strategies, this research tested a theoretical model using the cross-sectional survey design. Overall, data was collected from 2160 parents with children aged below five years. The results, based on structural equation modeling, revealed that public service advertisements are an effective tool to counter the inverse impacts of misinformation, disinformation, fake news, and religious fatalism. Furthermore, the inverse moderating role of misinformation, disinformation, fake news, and religious fatalism has been verified to potentially diminish polio vaccine acceptance. These results suggest that healthcare providers must identify and address all forms of digitally disseminated information that encumbers public health behaviors. Accordingly, this research recognized the utilization of evidence-based strategic communication campaigns to cultivate and encourage the literacy necessary to counter health hazard information, including misinformation. This study's findings will benefit health and other concerned authorities in utilizing strategic communication on different media platforms to reduce or eradicate the polio endemic.

An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators.

Plastic waste management has become a serious environmental and health concern owing to large amounts of plastic deposits globally. Recently, innovative and sustainable solutions have been introduced (e.g., bio-nanomaterial plastics) to overcome the growing environmental threats. Hence, green marketers need to develop effective advertising campaigns to enhance the usage of bio-nanomaterial plastics. Past literature has suggested that cultural value-laden advertising appeals can give sustainable behavioral cues to consumers. Hence, this research unfolds the underlying cultural dimensions between the value-laden eco-friendly advertising appeals and intention to use bio-nanomaterial plastics (henceforth IBP). The present study proposes a moderating model in which two dimensions presented in the Global Leadership and Organizational Behavior Effectiveness (henceforth GLOBE) framework interact with the individuals' perception of eco-friendly advertising appeals (henceforth IPEA) to drive bio-nanomaterial plastics usage. The model was tested by conducting an experimental study on a sample of 364 Pakistani consumers. Findings of structural equation modeling show a significant difference in the relationship between IPEA and IBP, which is moderated by the performance orientation (henceforth PO) and institutional collectivism (henceforth IC) dimensions with diverse intensity. These findings validate the effectiveness of PO and IC (as cultural dimensions) and eco-friendly advertisements that can potentially promote the consumption of bio-nanomaterials plastic.

Can Communication Strategies Combat COVID-19 Vaccine Hesitancy with Trade-Off between Public Service Messages and Public Skepticism? Experimental Evidence from Pakistan.

The COVID-19 pandemic may have reached a turning point as the World Health Organization and the global community of nations step up plans for mass vaccination campaigns. However, the COVID-19 vaccine-related conspiracy theories (e.g., falsehoods about birth control, women infertility, surveillance, and microchip humanity, etc.) have built new momentum for vaccine hesitancy. To this end, several nations worldwide, including Pakistan, are struggling to boost public trust and enthusiasm to get vaccinated, especially in an anxious and complicated atmosphere propelled by multiple, new and the deadliest variants of COVID-19. To address this critical research gap during these intensifying conditions of vaccine hesitancy, the present study makes the first attempt to explore the potential effects of various communication strategies, including public service message (safety benefits versus fear appraisals), media types (i.e., traditional versus digital), self-efficacy, perceived benefits and threats (susceptibility and severity), on the willingness to get vaccinated for COVID-19. Importantly, the underlying effects of public skepticism (in a moderating role) on these relationships were empirically examined. Using four fictitious COVID-19 immunization campaigns in a series of experiments with 2 (media type: traditional vs. digital) X 2 (service attribute: health and safety benefits vs. fear) message frames (represented as Group one to Group four), the findings identified fear appraisal as the most viable communication strategy in combating vaccine hesitancy. Moreover, public skepticism negatively moderated the effects of media types and public service message attributes on willingness to get vaccinated in relatively high (i.e., Group two), moderate (i.e., Group one and four), and low intensities (i.e., Group three). The pioneering findings of this research offer new strategic insights for the global health authorities and vaccine promoters to proactively address the downward spiral of people's willingness to take the COVID-19 vaccine.