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COVID-19 vaccine communication and advocacy strategy: a social marketing campaign for increasing COVID-19 vaccine uptake in South Korea

Health and Fitness

COVID-19 vaccine communication and advocacy strategy: a social marketing campaign for increasing COVID-19 vaccine uptake in South Korea

S. Hong

This study delves into how South Korea achieved remarkable COVID-19 vaccination rates through innovative social marketing techniques. Identifying five key communication factors, this research by Shin-Ae Hong provides valuable insights for effective global vaccination campaigns.

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Playback language: English
Abstract
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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