Keywords: Risk perceptions
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Journal Articles

Feeling inspired and nostalgic: associations between media context-induced positive emotions and behavioral change among vaccine-hesitant individuals in the late stages of the COVID-19 pandemic

Hue Trong Duong, Mor Yachin, Zachary B. Massey
Journal: Journal of Social Marketing
Journal of Social Marketing (2024) 14 (1): 114–133.
https://doi.org/10.1108/JSOCM-06-2023-0154
Published: 12 December 2023
... embedded in user-generated comments. Findings Data revealed that feelings of inspiration and nostalgia induced from entertainment media consumption increased vaccination intentions via increased risk perceptions and reduced anti-vaccination attitudes. Practical implications Social marketers should...
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