Multimodal messages can be leveraged to combat COVID-19 misinformation.
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Multimodal messages can increase intention to vaccinate.
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People who are older and had less vaccine hesitancy learned more from the intervention.
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Effectiveness of multimodal messaging depends on individual differences.
Abstract
Social media environments enable users to proliferate misinformation surrounding COVID-19. Expert sources, such as Dr. Anthony Fauci have leveraged social media to present corrective multimedia messages. However, little is known about the efficacy of these messages in revising common misconceptions about COVID-19 and influencing behavior. In this study, we examined the efficacy of a multimodal intervention using authentic social media messages that directly addressed common COVID-19 misconceptions. Going further, we identified individual differences that influenced the effectiveness of the intervention, as well as whether those factors predicted individuals’ willingness to receive a COVID-19 vaccine. The results showed that the intervention was successful in increasing knowledge when compared to a baseline control. Those who were older and reported less vaccine hesitancy showed greater learning from the intervention. Factors that significantly predicted intention to vaccinate included receiving the intervention, vaccine confidence, vaccine hesitancy, prior flu vaccination history, age, and fear of COVID-19. These findings indicate that multimodal messages can be effectively leveraged in social media to both fight misinformation and increase intention to be vaccinated - however, these interventions may not be as effective for all individuals.
