## Opportunities and challenges of Web 2.0 for vaccination decisions

2012
##### Authors
Betsch, Cornelia
Brewer, Noel T.
Brocard, Pauline
Davies, Patrick
Renkewitz, Frank
Reyna, Valerie F.
Journal article
##### Published in
Vaccine ; 30 (2012), 25. - pp. 3727-3733. - ISSN 0264-410X. - eISSN 1873-2518
##### Abstract
A growing number of people use the Internet to obtain health information, including information about vaccines. Websites that allow and promote interaction among users are an increasingly popular source of health information. Users of such so-called Web 2.0 applications (e.g. social media), while still in the minority, represent a growing proportion of online communicators, including vocal and active anti-vaccination groups as well as public health communicators. In this paper, the authors: define Web 2.0 and examine how it may influence vaccination decisions; discuss how anti-vaccination movements use Web 2.0 as well as the challenges Web 2.0 holds for public health communicators; describe the types of information used in these different settings; introduce the theoretical background that can be used to design effective vaccination communication in a Web 2.0 environment; make recommendations for practice and pose open questions for future research. The authors conclude that, as a result of the Internet and Web 2.0, private and public concerns surrounding vaccinations have the potential to virally spread across the globe in a quick, efficient and vivid manner. Web 2.0 may influence vaccination decisions by delivering information that alters the perceived personal risk of vaccine-preventable diseases or vaccination side-effects. It appears useful for public health officials to put effort into increasing the effectiveness of existing communication by implementing interactive, customized communication. A key step to providing successful public health communication is to identify those who are particularly vulnerable to finding and using unreliable and misleading information. Thus, it appears worthwhile that public health websites strive to be easy to find, easy to use, attractive in its presentation and readily provide the information, support and advice that the searcher is looking for. This holds especially when less knowledgeable individuals are in need of reliable information about vaccination risks and benefits.
150 Psychology
##### Cite This
ISO 690BETSCH, Cornelia, Noel T. BREWER, Pauline BROCARD, Patrick DAVIES, Wolfgang GAISSMAIER, Niels HAASE, Julie LEASK, Frank RENKEWITZ, Britta RENNER, Valerie F. REYNA, Constanze ROSSMANN, Katharina SACHSE, Alexander SCHACHINGER, Michael SIEGRIST, Marybelle STRYK, 2012. Opportunities and challenges of Web 2.0 for vaccination decisions. In: Vaccine. 30(25), pp. 3727-3733. ISSN 0264-410X. eISSN 1873-2518. Available under: doi: 10.1016/j.vaccine.2012.02.025
BibTex
@article{Betsch2012-05-28Oppor-20696,
year={2012},
doi={10.1016/j.vaccine.2012.02.025},
title={Opportunities and challenges of Web 2.0 for vaccination decisions},
number={25},
volume={30},
issn={0264-410X},
journal={Vaccine},
pages={3727--3733},
author={Betsch, Cornelia and Brewer, Noel T. and Brocard, Pauline and Davies, Patrick and Gaissmaier, Wolfgang and Haase, Niels and Leask, Julie and Renkewitz, Frank and Renner, Britta and Reyna, Valerie F. and Rossmann, Constanze and Sachse, Katharina and Schachinger, Alexander and Siegrist, Michael and Stryk, Marybelle}
}

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<dcterms:abstract xml:lang="eng">A growing number of people use the Internet to obtain health information, including information about vaccines. Websites that allow and promote interaction among users are an increasingly popular source of health information. Users of such so-called Web 2.0 applications (e.g. social media), while still in the minority, represent a growing proportion of online communicators, including vocal and active anti-vaccination groups as well as public health communicators. In this paper, the authors: define Web 2.0 and examine how it may influence vaccination decisions; discuss how anti-vaccination movements use Web 2.0 as well as the challenges Web 2.0 holds for public health communicators; describe the types of information used in these different settings; introduce the theoretical background that can be used to design effective vaccination communication in a Web 2.0 environment; make recommendations for practice and pose open questions for future research. The authors conclude that, as a result of the Internet and Web 2.0, private and public concerns surrounding vaccinations have the potential to virally spread across the globe in a quick, efficient and vivid manner. Web 2.0 may influence vaccination decisions by delivering information that alters the perceived personal risk of vaccine-preventable diseases or vaccination side-effects. It appears useful for public health officials to put effort into increasing the effectiveness of existing communication by implementing interactive, customized communication. A key step to providing successful public health communication is to identify those who are particularly vulnerable to finding and using unreliable and misleading information. Thus, it appears worthwhile that public health websites strive to be easy to find, easy to use, attractive in its presentation and readily provide the information, support and advice that the searcher is looking for. This holds especially when less knowledgeable individuals are in need of reliable information about vaccination risks and benefits.</dcterms:abstract>
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Yes