...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...

... with vaccines, as an example, the Strategic Advisory Group of Experts (SAGE) of the World Health Organization (WHO) convened a Vaccine Hesitancy Working Group and proposed a set of recommendations. One of the recommendations included the development, validation and implementation of new tools to address...

...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...