Influence of Social Media Interactions on Vaccination Intention in India: An Application of the Stimulus-Organism-Behavior-Consequence Framework.

The role of social media has been momentous in COVID-19 vaccine discussions. This study explores the impact of social media interactions on vaccination intention by employing the Stimulus-Organism-Behavior-Consequence theory. We empirically test the proposed framework by surveying 298 social media health group members from India. The study's findings reveal the positive influence of human-to-human interaction on social support and vaccine information exchange and human-to-information interaction on vaccine information exchange. Further, both social support and vaccine information exchange positively influence value co-creation, enhancing vaccination intention. We also test the moderating effect of perceived vaccine efficacy, which adds novelty to this study. This research may be a frontrunner to empirically study vaccination intention in the social media context, an emerging reality. This study's results have meaningful implications for scholars, healthcare practitioners, social media platforms, and governments promoting vaccination. [ABSTRACT FROM AUTHOR]

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