Newswise
As the global race for COVID-19 vaccination continues, new research from the University of South Australia shows that the uptake of vaccines could be vastly improved if approved vaccine brands received more positive promotion and media coverage.
Conducted by UniSA’s Ehrenberg-Bass Institute of Marketing Science, the study examined more than 2400 unvaccinated adults across three countries – Australia, UK and USA – to identify if people’s willingness to be vaccinated changes when presented with different vaccine brands.
It found that the more positive information people have about vaccine brands, the more willing they are to be vaccinated with that brand. Given that positive stories about brands typically have 2-3 times higher reach than negative stories, this finding is particularly significant.
Lead researcher, Professor Jenni Romaniuk says getting people vaccinated has become a combination of two challenges – getting people willing to be vaccinated at all, and getting people willing to be vaccinated with the available vaccine brand.
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