(S)pin the flu vaccine: Recipes for concern

Jeanine P.D. Guidry, Ioana A. Coman, Emily K. Vraga, Nicole H. O'Donnell, Nihar Sreepada

Research output: Contribution to journalArticlepeer-review

11 Scopus citations


Influenza epidemics happen yearly, and the World Health Organization estimates that the virus is connected to between 290,000 and 650,000 annual deaths. The most effective way to prevent seasonal influenza is vaccination. The prevalence of vaccine misinformation on social media is increasing, but the visual platform Pinterest is understudied in this area. The current study is the first to explore the content and nature of influenza information that is shared on Pinterest. Using a quantitative content analysis, Pinterest messages were theoretically analyzed for Health Belief Model variables as well as for message source, engagement, and position on vaccination. Findings showed concerning trends but also promising opportunities for health organizations and professionals.

Original languageEnglish (US)
Pages (from-to)5498-5506
Number of pages9
Issue number34
StatePublished - Jul 22 2020

Bibliographical note

Publisher Copyright:
© 2020 Elsevier Ltd


  • Content analysis
  • Flu vaccine
  • Health Belief Model
  • Influenza
  • Pinterest


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