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Increasing vaccination intention in pandemic times: a social marketing perspective

Increasing vaccination intention in pandemic times: a social marketing perspective

Wassler, Philipp, Del Chiappa, Giacomo, Nguyen, Hai ORCID: 0000-0003-1826-4904, Fedeli, Giancarlo and Williams, Nigel L. (2022) Increasing vaccination intention in pandemic times: a social marketing perspective. Italian Journal of Marketing, 2022. pp. 37-58. ISSN 2662-3323 (Print), 2662-3331 (Online) (doi:

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With the release of several COVID-19 vaccines, hopes for ending the pandemic have emerged. However, the uptake of the vaccines is largely voluntary and depends on the intentions of the public. From a social marketing perspective, this study takes the case of Italy to identify and test factors that are likely to increase COVID-19-vaccine intention. A sample of 3893 respondents was collected throughout Italy and a model empirically tested by structural equation modeling. The findings suggest that a social marketing campaign for undertaking COVID-19 vaccines should educate the public, going beyond just safety and efficacy, and create positive social norms by combatting misinformation on various platforms, including social media. Furthermore, it was found that economic hardship from COVID-19 does not automatically translate to vaccination intention and that social marketing campaigns should particularly target economically vulnerable and important segments. Also, instilling a craving for travel could potentially stimulate citizens to undertake COVID-19 inoculation. Finally, contributions and implications for social marketing COVID-19 vaccines in Italy and elsewhere are addressed.

Item Type: Article
Uncontrolled Keywords: social marketing; COVID-19 vaccines; vaccine marketing; vaccination intention; Italy; travel craving
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Faculty / School / Research Centre / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Faculty of Business > Marketing Research Group (MRG)
Last Modified: 27 Apr 2023 10:17

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