ANALYSIS OF COVID-19 VACCINATION CAMPAIGNS ON SOCIAL MEDIA PLATFORMS USING FACEBOOK AS A PARADIGM

Abstract

The study aims to analyze the prevalence of conspiracy theories, public reactions, and the potential for misinformation during the COVID-19 vaccination. The study adopted content analysis and in-depth interview designs. A multi-stage sampling approach is utilized, with Facebook selected as the social media platform due to its user-friendliness and accessibility. A stratified random sampling technique, categorized by days of the week, is employed to select posts related to the COVID-19 vaccination campaign, resulting in a sample of one hundred and seventeen (117) posts covering a six-month period from January to June 2021. Coding sheet was used as the primary instrument for data collection, while content analysis of Facebook posts was conducted using the selected stratified random sampling technique. Consequently, the data were analyzed using bar graphs, pie charts and simple percentage to identify patterns, themes, and trends in Facebook posts concerning the COVID-19 vaccination campaign. Findings revealed among other things that, a substantial number of COVID-19 vaccine-related posts were recorded on Facebook with the majority of these posts made by different individuals and organizations. Moreover, a significant proportion of the posts
contained misinformation, and a substantial number of comments displayed negativity towards the COVID-19 vaccine. The study recommends active engagement of communication specialists and journalists in health advocacy campaigns on social media, consistent awareness creation during disease outbreaks, mechanisms to counteract disinformation, collaborative efforts between relevant professionals as well as proper education and training to navigate social media effectively for health advocacy.