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Vaccine selfies may seem trivial, but they show people doing their civic duty - and probably encourage others too

Citation

Grimmer, L and Mortimer, G and Grimmer, M, Vaccine selfies may seem trivial, but they show people doing their civic duty - and probably encourage others too, The Conversation, The Conversation Media Group Ltd, Australia, 29 July 2021 (2021) [Newspaper Article]


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Official URL: https://theconversation.com/vaccine-selfies-may-se...

Abstract

Have you been vaccinated yet? And if you have, are you one of a growing number of people who posted a selfie on social media afterwards? At a time when many people distrust government advertising, vaccine selfies - or "vaxxies" - may well be the secret weapon to encourage more people to get the jab.

Suddenly our Facebook, Twitter and Instagram feeds are filling up with selfies of family, friends and even strangers getting their COVID shot.

But vaxxies are more than mere selfies, as they have a unique social function. They are likely helping normalise the vaccine procedure, reducing hesitancy around perceived risks and increasing vaccine trust within social circles.

As governments and health officials continue to flip-flop on vaccine age requirements, and anti-vaxxers spread falsehoods through social media and protests, the vaxxie might just be a powerful line of defence against vaccine hesitancy.

Item Details

Item Type:Newspaper Article
Keywords:covid, vaccines, selfies, marketing, consumer behaviour, word of mouth
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing communications
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Grimmer, L (Dr Louise Grimmer)
UTAS Author:Grimmer, M (Professor Martin Grimmer)
ID Code:145645
Year Published:2021
Deposited By:TSBE
Deposited On:2021-07-29
Last Modified:2021-07-30
Downloads:0

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