Correcting vaccine misinformation on social media: Effect of social correction methods on vaccine skeptics’ intention to take COVID-19 vaccine

Abstract

This study identifies the effect of six social correction methods on vaccine skeptics’ intention to take COVID-19 vaccine. In April–May 2021, we conducted a 3 (corrector on Twitter: ordinary person vs medical doctor vs nurse) × 2 (correction strategy: priming vs rebuttal) + 1 (control: misinformation only) between-subjects online experiment with 569 vaccine skeptics in the United States. Results show that exposure to priming-based corrections performed by a corrector, regardless of their expertise, is positively associated with intention to take COVID-19 vaccine if the information shared by the corrector is perceived to be trustworthy. This is evident among those with high or moderate vaccine skepticism. What is only evident among those with moderate vaccine skepticism is that exposure to corrections using priming (any corrector) or rebuttal (ordinary person or medical doctor) is positively associated with intention to take COVID-19 vaccine if the respondents perceived that the corrector was an expert.