News Media on COVID-19 Vaccine Brand Preference Among Generations

M. Angeles, L. Balbon, F. Escolar, A. Mendoza, R. Reyes, S. Vera Cruz

Quantitative Research, 2022


  Abstract

In order to lessen the transmission of COVID-19 disease and achieve herd immunity, it is important to assess what factors influence people’s vaccine brand preference and consequently, their willingness to get vaccinated. With news media being one of the primary mediums where information about COVID-19 vaccine brands is spread, the researchers aimed to do research that involves this platform. This is to know how exposure to headlines with opposite emphasis frames would affect an individual’s vaccine brand perception. The group followed a Pretest-Posttest design which emphasized the effect of presenting contradicting headlines about the safety and effectiveness of COVID-19 vaccines to the vaccine brand preference of younger (Generation Y & Z) and older generations (Baby Boomers & Generation X) living in Metro Manila. High media exposure on various framed headlines did not have any significant effect on the preference of the participants in a vaccine brand. However, results from the Wilcoxon Signed Rank Test showed that showing the said headlines can influence perceptions toward the vaccine brands, Pfizer and Sputnik. Nevertheless, results indicate that the majority of the respondents are willing to get vaccinated with any COVID-19 vaccine brands in spite of contradicting headlines in digital news media. The researchers recommend having a locale with a bigger population; including news headlines about adverse effects of COVID-19 vaccines or that further explore the Health Belief Model; and alter the research model to include a control group and that utilizes a Multiple Regression Analysis

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