This study examines South Korea's successful COVID-19 vaccination campaign, which utilized social marketing techniques to achieve high vaccine coverage. Five key communication factors contributed to the campaign's success: proactiveness, credibility, combating misinformation, emphasizing social norms, and communication coherence. The study offers insights for developing effective vaccination campaigns globally.
Publisher
Humanities and Social Sciences Communications
Published On
Mar 16, 2023
Authors
Shin-Ae Hong
Tags
COVID-19
vaccination campaign
social marketing
communication
misinformation
credibility
social norms
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