PACIS 2022 Proceedings

Paper Number

1104

Abstract

The sharing of vaccine information on microblogs enhances the efforts of health agencies to achieve herd immunity or to stop the spread of virus. Message characteristics plays an important role in identifying the antecedents of information sharing. To study such characteristics, we develop a research model to investigate the concepts of language concreteness and content polarity that urge users’ behavior to share vaccine information on microblogging site and explores the moderating role of vaccine stance. Data was collected from Twitter for testing the proposed research model and hypotheses. The results confirm the moderating role of vaccine instance on language concreteness and content polarity on users’ behavior to share vaccine information on Twitter. This study contributes to the understanding of vaccine information sharing from Construal level theory. The results also provide important insight for health agencies to incorporate these concepts in their promotional strategy to disseminate vaccine information on microblogs.

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Paper Number 1104

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