Vaccine Rejection Reasons and the Role of Digital Media and Word of Mouth: Do Income and Education Level Matter?

Authors : Merve Büşra Erbil Aydoğdu, Asude Yasemin Zengin

Pages : 354-367

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Publication Date : 2023-10-24

Article Type : Research Paper

Abstract :The main aim of the research is to uncover the reasons behind parents\' vaccine rejection. Additionally, the secondary goal is to determine whether there are differences in the role of word-of-mouth communication and media based on income and education levels. In line with the objective, a questionnaire was conducted on 122 parents living in Aksaray province who refused to have their babies/children vaccinated in the year 2022. According to the results, individuals who refused vaccination had a middle to high level of education and income. It was found that all of the vaccine refusers thought that vaccines were not safe, more than 75% said that someone else said they were not safe, and more than 25% were influenced by digital media. Chi-square analysis results indicate that there is a statistically significant difference in the role of negative reports from the media and negative word of mouth influencing parents\' vaccine rejection in terms of income and education levels.
Keywords : Aşı reddi, ağızdan ağıza iletişim, dijital medya, sağlık hizmetleri, demografik özellikler

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