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.

(2022). Increasing vaccination intention in pandemic times: a social marketing perspective [journal article - articolo]. In ITALIAN JOURNAL OF MARKETING. Retrieved from http://hdl.handle.net/10446/203636

Increasing vaccination intention in pandemic times: a social marketing perspective

Wassler, Philipp;
2022-01-01

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.
articolo
Wassler, Philipp; Del Chiappa, Giacomo; Nguyen, Thi Hong Hai; Fedeli, Giancarlo; Williams, Nigel L.
(2022). Increasing vaccination intention in pandemic times: a social marketing perspective [journal article - articolo]. In ITALIAN JOURNAL OF MARKETING. Retrieved from http://hdl.handle.net/10446/203636
File allegato/i alla scheda:
File Dimensione del file Formato  
22 Wassler et al Vaccine.pdf

accesso aperto

Versione: publisher's version - versione editoriale
Licenza: Creative commons
Dimensione del file 741.55 kB
Formato Adobe PDF
741.55 kB Adobe PDF Visualizza/Apri
Pubblicazioni consigliate

Aisberg ©2008 Servizi bibliotecari, Università degli studi di Bergamo | Terms of use/Condizioni di utilizzo

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10446/203636
Citazioni
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact