Conectados: Social Networks and Social Media for Vaccine Uptake
- Conditions
- Vaccination
- Registration Number
- NCT07096245
- Lead Sponsor
- University of California, San Francisco
- Brief Summary
This study is testing different ways of sharing a short, community-informed video about flu and COVID-19 vaccines to see how people respond to it. The video was created with input from Indigenous community members in California and provides information to support vaccine decision-making. Participants may see the video in one of three ways: through a paid advertisement on social media, from a trusted community organization, or from someone they know personally. After watching the video, viewers will be asked to answer one question about how much they trust it, and they may choose to complete a short survey about their vaccine views and how they received the video. The goal is to understand how trust in vaccine information changes depending on who shares it, and to improve the way health messages are delivered to Indigenous and other underserved communities.
- Detailed Description
This is a randomized dissemination trial evaluating the impact of different message delivery strategies on trust, attitudes, and behavioral intentions related to flu and COVID-19 vaccination. The intervention consists of a short (approximately 2-minute) culturally tailored video, developed using human-centered design and community-based participatory approaches with Indigenous communities in California.
Participants are exposed to the video through one of three dissemination arms: (1) paid advertisements on Facebook and Instagram targeting adults 65 and older in California; (2) peer-to-peer sharing by "seed" participants recruited from a prior phase of the study; and (3) community-based organization (CBO) outreach using established communication channels. All participants view the same video.
After viewing the video, participants are asked to respond to a single poll item ("How much do you trust this video?") and are invited to complete an optional, anonymous online survey assessing vaccine confidence, trust in the information source, and willingness to share the video. Survey responses are linked to the dissemination arm for comparative analysis.
Seed participants receive personalized, trackable video links and instructions to share them with at least 10 contacts in their network. Click-level analytics (e.g., timestamp, referral source, general location) are collected through Bitly or Rebrandly links. YouTube analytics will also be used to evaluate video engagement (e.g., views, retention, traffic source). No identifiable health information is collected unless participants voluntarily provide contact information to complete the survey by phone.
The primary outcome is the level of trust in the video across dissemination arms. Secondary outcomes include survey completion rate, willingness to share the video, and changes in vaccine-related attitudes. Data will be stratified by dissemination method and, for seed participants, linked to prior social network data collected in Phase 1.
Recruitment & Eligibility
- Status
- NOT_YET_RECRUITING
- Sex
- All
- Target Recruitment
- 500
- Age 18 years or older
- Currently resides in California
- Able to access and view an online video
- Able to complete an online survey in English or Spanish For Arm 2 only (Participant Seed Arm): must have participated in the prior Aim 1 survey and consented to recontact
- Under 18 years of age
- Does not reside in California
- Unable to access the internet to view the intervention video or complete the survey
Study & Design
- Study Type
- INTERVENTIONAL
- Study Design
- PARALLEL
- Primary Outcome Measures
Name Time Method Trust in vaccine video message by dissemination arm immediately after exposure Participants will be asked to answer a single poll question after viewing a 2-3 minute vaccine education video: "How much do you trust this video?" Responses will be collected on a 4-point Likert scale (Not at all, A little, Mostly, Completely). The primary outcome is the level of trust reported, compared across dissemination arms (paid social media ads, peer-to-peer sharing, and community-based organization distribution). Analysis will assess differences in trust levels based on who shared the video.
Intention Immediately after video exposure Assesses participants' reported likelihood of getting a seasonal flu or COVID-19 vaccine after viewing the intervention video. Measured on a 6-point scale from "Very unlikely" to "Very likely," including an option for participants who have already received the vaccine. Analysis will examine variation by dissemination arm and correlation with trust in the video.
- Secondary Outcome Measures
Name Time Method Self-reported exposure to new information Immediately after video exposure Participants are asked whether the video provided them with new information related to flu or COVID-19 vaccines. This binary outcome (Yes/No/Not sure) helps assess the video's educational value.
Trust in message source Immediately after video exposure Assesses how much participants trust the person or group from whom they received the video. Measured on a 4-point scale (Not at all, A little, Mostly, Completely).
Trial Locations
- Locations (1)
University of California, San Francisco
🇺🇸San Francisco, California, United States
University of California, San Francisco🇺🇸San Francisco, California, United States