Comparison of Information Sources in a Social Media Feed on COVID-19 Prevention

Summary:  View help for Summary Social media disseminated information and spread misinformation during the COVID-19 pandemic that affected prevention measures, including social distancing and vaccine acceptance. In this study, we aimed to test the effect of a series of social media posts promoting COVID-19 nonpharmaceutical interventions (NPIs) and vaccine intentions and compare effects among 3 common types of information sources: government agency, near-peer parents, and news media. A sample of mothers of teen daughters (N=303) recruited from a prior trial were enrolled in a 3 (information source) × 4 (assessment period) randomized factorial trial from January to March 2021 to evaluate the effects of information sources in a social media campaign addressing NPIs (ie, social distancing), COVID-19 vaccinations, media literacy, and mother–daughter communication about COVID-19. Mothers received 1 social media post per day in 3 randomly assigned Facebook private groups, Monday-Friday, covering all 4 topics each week, plus 1 additional post on a positive nonpandemic topic to promote engagement. Posts in the 3 groups had the same messages but differed by links to information from government agencies, near-peer parents, or news media in the post. Mothers reported on social distancing behavior and COVID-19 vaccine intentions for self and daughter, theoretic mediators, and covariates in baseline and 3-, 6-, and 9-week postrandomization assessments. Views, reactions, and comments related to each post were counted to measure engagement with the messages. Nearly all mothers (n=298, 98.3%) remained in the Facebook private groups throughout the 9-week trial period, and follow-up rates were high (n=276, 91.1%, completed the 3-week posttest; n=273, 90.1%, completed the 6-week posttest; n=275, 90.8%, completed the 9-week posttest; and n=244, 80.5%, completed all assessments). In intent-to-treat analyses, social distancing behavior by mothers (b=–0.10, 95% CI –0.12 to –0.08, P<.001) and daughters (b=–0.10, 95% CI –0.18 to –0.03, P<.001) decreased over time but vaccine intentions increased (mothers: b=0.34, 95% CI 0.19-0.49, P<.001; daughters: b=0.17, 95% CI 0.04-0.29, P=.01). Decrease in social distancing by daughters was greater in the near-peer source group (b=–0.04, 95% CI –0.07 to 0.00, P=.03) and lesser in the government agency group (b=0.05, 95% CI 0.02-0.09, P=.003). The higher perceived credibility of the assigned information source increased social distancing (mothers: b=0.29, 95% CI 0.09-0.49, P<.01; daughters: b=0.31, 95% CI 0.11-0.51, P<.01) and vaccine intentions (mothers: b=4.18, 95% CI 1.83-6.53, P<.001; daughters: b=3.36, 95% CI 1.67-5.04, P<.001). Mothers’ intentions to vaccinate self may have increased when they considered the near-peer source to be not credible (b=–0.50, 95% CI –0.99 to –0.01, P=.05). Decreasing case counts, relaxation of government restrictions, and vaccine distribution during the study may explain the decreased social distancing and increased vaccine intentions. When promoting COVID-19 prevention, campaign planners may be more effective when selecting information sources that audiences consider credible, as no source was more credible in general. 

Funding Sources:  View help for Funding Sources National Cancer Institute

Subject Terms:  View help for Subject Terms covid-19; social media; prevention; nonpharmaceutical interventions

Geographic Coverage:  View help for Geographic Coverage United States

Time Period(s):  View help for Time Period(s) 1/1/2021 – 3/31/2021

Universe:  View help for Universe Overall, 303 mothers were enrolled. Mothers were middle aged (range 28-64 years); well educated, with 160 (55.7%) completing college; and moderately affluent, with 150 (56.4%) having incomes over US $80,000. Nearly all were non-Hispanic White, because the original trial aimed at preventing indoor tanning which has highest prevalence with non-Hispanic White populations. Mothers had diverse political leaning, and the majority lived in states with Republican governors. There were no statistically significant differences between the participants’ characteristics by treatment group at baseline.

Data Type(s):  View help for Data Type(s) survey data

Response Rate:  View help for Response Rate 244/303 (80.5%)

Sampling:  View help for Sampling Convenience, participants were recruited from a previous study (see citations)

Data Source:  View help for Data Source Qualtrics Surveys

Collection Mode(s):  View help for Collection Mode(s) web-based survey

Scales:  View help for Scales Multiple Likert-type scales used in data collection

Unit(s) of Observation:  View help for Unit(s) of Observation Individuals