The Impact of Large-Scale Social Media Advertising Campaigns on COVID-19 Vaccination: Evidence from Two Randomized Controlled Trials
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The Impact of Large Scale Social Media.pdf
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510.55 KB
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Author(s)
Ho, Lisa
Breza, Emily
Banerjee, Abhijit
Chandrasekhar, Arun G.
Stanford, Fatima C.
Fior, Renato
Goldsmith-Pinkham, Paul
Holland, Kelly
Hoppe, Emily
Jean, Louis-Maël
Date Issued
May 1, 2023
Journal
AEA Papers and Proceedings
Publisher
American Economic Association
Citation
Ho, Lisa, Emily Breza, Abhijit Banerjee, Arun G. Chandrasekhar, Fatima C. Stanford, Renato Fior, Paul Goldsmith-Pinkham, Kelly Holland, Emily Hoppe, Louis- Maël Jean, Lucy Ogbu-Nwobodo, Benjamin A. Olken, Carlos Torres, Pierre-Luc Vautrey, Erica Warner, Esther Duflo, and Marcella Alsan. 2023. "The Impact of Large-Scale Social Media Advertising Campaigns on COVID-19 Vaccination: Evidence from Two Randomized Controlled Trials." AEA Papers and Proceedings, 113: 653-58.
Version
Final published version
Abstract
COVID-19 vaccines are widely available in wealthy countries, yet many remain unvaccinated. We report on two studies (United States and France) with millions of Facebook users that tested two strategies central to vaccination outreach: health professionals addressing common concerns and motivating “ambassadors” to encourage vaccination in their social networks. We can reject very small effects of any intervention on new first doses (0.16 pp, United States; 0.021 pp, France), with similar results for second doses and boosters (United States). During the Omicron wave, messaging aimed at the unvaccinated or those tasked with encouraging others did not change vaccination decisions.
Subjects
General Medicine
MIT Department
Massachusetts Institute of Technology. Department of Economics
Terms of Use
Article is made available in accordance with the publisher's policy and may be subject to US copyright law. Please refer to the publisher's site for terms of use.
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DOI of Published Version
https://doi.org/10.1257/pandp.20231112
