Designing persuasive communication models for vaccine acceptance in isolated communities: A mass communication approach

Hafsat Bello Danmaisoro 1, * and Jesseline Mwinila Eledi 2

1 Tavis Smiley School of Communication, Texas Southern University, USA.
2 Finance and Strategy Program, College of Business, University of North Alabama, AL, USA.
 
Research Article
International Journal of Science and Research Archive, 2024, 13(01), 2054–2063.
Article DOI: 10.30574/ijsra.2024.13.1.1880
Publication history: 
Received on 27 August 2024; revised on 04 October 2024; accepted on 06 October 2024
 
Abstract: 
This study introduces the Persuasive Communication Model as a novel approach to address vaccine hesitancy in isolated U.S. communities, where infectious diseases such as measles and influenza continue to pose significant public health threats. By integrating mass communication theories like the Elaboration Likelihood Model (ELM) and Social Cognitive Theory (SCT), with AI-driven message personalization, the model effectively tailors health communication strategies to the cultural, cognitive, and socio-economic contexts of vaccine-hesitant populations. In a randomized controlled trial, the model increased vaccination uptake by over 20% compared to traditional methods, while also enhancing trust in healthcare systems. The model’s adaptive communication, utilizing both digital platforms and community leaders, was instrumental in overcoming barriers related to geographic isolation, religious beliefs, and cultural resistance. These findings are particularly relevant for enhancing national public health security and reducing the economic burden of vaccine-preventable diseases. The study highlights the model's superiority over static communication frameworks, offering scalable applications for broader public health interventions.
 
Keywords: 
Vaccine hesitancy; Mass communication; AI-driven messaging; Public health; Cultural resistance.
 
Full text article in PDF: 
 
Copyright information: 

Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0