BACKGROUND
Social media have played an important role in shaping COVID-19 vaccine choices during the pandemic. Understanding people’s attitudes toward the vaccine as expressed on social media can help address the concerns of vaccine-hesitant individuals.
OBJECTIVE
The aim of this study was to understand the attitudes of Swedish-speaking Twitter users toward COVID-19 vaccines.
METHODS
This was an exploratory qualitative study that used a social media–listening approach. Between January and March 2022, a total of 2877 publicly available tweets in Swedish were systematically extracted from Twitter. A deductive thematic analysis was conducted using the World Health Organization’s 3C model (<i>confidence</i>, <i>complacency</i>, and <i>convenience</i>).
RESULTS
<i>Confidence</i> in the safety and effectiveness of the COVID-19 vaccine appeared to be a major concern expressed on Twitter. Unclear governmental strategies in managing the pandemic in Sweden and the belief in conspiracy theories have further influenced negative attitudes toward vaccines. <i>Complacency</i>—the perceived risk of COVID-19 was low and booster vaccination was unnecessary; many expressed trust in natural immunity. <i>Convenience</i>—in terms of accessing the right information and the vaccine—highlighted a knowledge gap about the benefits and necessity of the vaccine, as well as complaints about the quality of vaccination services.
CONCLUSIONS
Swedish-speaking Twitter users in this study had negative attitudes toward COVID-19 vaccines, particularly booster vaccines. We identified attitudes toward vaccines and misinformation, indicating that social media monitoring can help policy makers respond by developing proactive health communication interventions.