...Mesheal Abdulmohsen Alabdulrahman; Saju Jose; Poornima Mishra Purpose This study aims to examine the factors influencing vaccine hesitancy among Generation Z in Saudi Arabia and explores the role of social marketing campaigns. Design/methodology/approach Using a quantitative research design...

... Latent Dirichlet allocation modelling Vaccine hesitancy “Social hesitancy” does not have a formal definition. However, when parsed – “social” pertaining to society and “hesitancy” pertaining to a failure to do something – social hesitancy can be defined as a reluctance by people to purchase...

...Hue Trong Duong; Mor Yachin; Zachary B. Massey Purpose Campaigns to promote the COVID-19 vaccination messages to vaccine-hesitant consumers in the late stages of the pandemic are often met with resistance. This study aims to explore a way to leverage positive emotions induced from entertainment...