Li, Lan; (2024) Enhancing Vaccine Uptake through Behaviour Change Theory-based Social Media Interventions: A Framework and Case Study amongst Chinese University Students in the UK. Doctoral thesis (Ph.D), UCL (University College London).

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Abstract

While social media interventions hold promise for positively influencing vaccine attitudes and behaviours, there remains uncertainty about how to develop evidence-based and effective interventions. This thesis begins with a systematic review that identifies key research gaps in existing social media interventions, such as the lack of robust theoretical foundations, evidence-based design methods, and rigorous experimental studies. The primary focus of this thesis is to develop a comprehensive framework that integrates these critical elements to guide the design and evaluation of social media interventions aimed at increasing vaccine uptake. To test and refine the framework, it was applied in a case study focused on improving influenza vaccination attitudes and behaviours among Chinese university students studying in the UK. Given their high social media usage rates and the critical need for targeted interventions within this demographic, these students were an ideal population for the case study. The framework, which consists of three phases, guided the three case studies within the same context. First, a cross-sectional survey identified significant barriers to vaccine uptakes, which informed the development of intervention strategies. Second, the results from the survey were discussed in a user-centred design process through co-creation focus groups, leading to the design of a multi-component WeChat intervention. Third, the effectiveness of this intervention was tested using a quasi-experimental design over four weeks, demonstrating its efficacy in improving vaccination knowledge and attitudes. The case study provided valuable guidance for improving influenza vaccine uptake among the students and served as an example of how the framework can be applied to a specific population. Lessons learned from the case study led to further refinement of the framework, making it more accessible for practitioners and researchers. This study contributes new knowledge and methods to the understanding and management of vaccine hesitancy, ultimately aiming to improve public health outcomes.

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