Using Social Marketing to Demystify the Myths Surrounding Covid-19 Vaccination: The Mediating Role of Important Others

Abstract

Background: The misconceptions and conspiracy theories against the Covid-19 vaccines have been identified as potential factors that could negatively impact herd immunity for the Covid-19 vaccination. Focus of the article: From the perspectives of the Health Belief Model and the Theory of Planned Behavior, the study sought to determine an effective social marketing intervention to address the misconceptions about the Covid-19 vaccines. Research Hypotheses: The hypotheses stipulate that perceived susceptibility, perceived severity, perceived benefit, and perceived barriers of the coronavirus will positively influence Covid-19 vaccination behavior. The study further hypothesized that subjective norms (important others) would significantly mediate the relationships. Methods: Structured questionnaires were used to collect data from 821 individuals from three administrative regions, which constitutes 65% of the population of Ghana. The quota and convenience sampling technique was used in selecting the respondents due to the lack of a sampling frame. Results: The study’s findings show that only perceived susceptibility and the perceived barrier directly influence the Covid-19 vaccination behavior. The result, however, shows a significant improvement when important others were introduced as a mediating variable. Thus, all four constructs had a positive and significant influence on Covid-19 vaccination behavior through subjective norm (important others) as an intervening variable. The study shows the value of using opinion leaders as a communication channel in addressing the misperceptions and conspiracy theories against the Covid-19 vaccines. Recommendation for Research/Practice: To effectively address the misconceptions about the Covid-19 vaccines and improve herd immunity, social marketers should identify key influencers in various communities and cities and use them in promoting the vaccination program. The study examined and found subjective norms (perceived social pressure from important others in society on an individual to perform or not to perform a behavior) as a significant mediator for promoting the Covid-19 vaccination behavior. Limitations: The current study examined the mediating role of subjective norm and the HBMs' constructs. Future studies could also consider integrating subjective norm as a mediator in other behavioral change theories to predict the target audience’s behavior.