Online media use and HPV vaccination intentions in mainland China: integrating marketing and communication perspectives to improve public health.

07:00 EST 13th February 2020 | BioPortfolio

Summary of "Online media use and HPV vaccination intentions in mainland China: integrating marketing and communication perspectives to improve public health."

This study investigates the role of media in shaping human papilloma virus vaccination intentions in mainland China by applying both communication and marketing-focused theoretical frameworks in order to better understand ways to increase vaccine uptake across young men and women in China. An online survey (N = 359) revealed direct effects of online information consumption on perceived scarcity of the vaccine, as well as an indirect effect via perceived influence of media on others. Scarcity perceptions, in turn, predicted vaccine attitudes and behavioral intentions. Additionally, gender differences emerged in the data. Compared with women, men's intent to be vaccinated were not high, even if they realized the vaccine shortage. Implications for theory and practice are discussed.


Journal Details

This article was published in the following journal.

Name: Health education research
ISSN: 1465-3648


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Any liquid or solid preparation made specifically for the growth, storage, or transport of microorganisms or other types of cells. The variety of media that exist allow for the culturing of specific microorganisms and cell types, such as differential media, selective media, test media, and defined media. Solid media consist of liquid media that have been solidified with an agent such as AGAR or GELATIN.

Group activities directed against VACCINATION.

Rate of VACCINATION as defined by GEOGRAPHY and or DEMOGRAPHY.

Application of marketing principles and techniques to maximize the use of health care resources.

Refusal to receive VACCINATION.

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