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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5451

Title: Persuasion strategies promoting the COVID-19 vaccination among Chinese citizens in WeChat
Authors: Yujin Yang
Keywords: Persuasive Strategies
COVID-19 Vaccination
Health-care Workers
High- risk Population
Issue Date: 2023
Publisher: Bangkok University
Abstract: This research aims to examine the persuasive strategies used by the Chinese government to promote COVID-19 vaccination among health-care workers and high-risk populations. The study analyzed 100 WeChat subscription messages promoting COVID-19 vaccination using the quantitative content analysis method. The findings suggest that the Chinese government utilized seven persuasive strategies including 1) claim, 2) consequence, 3) celebrity, 4) claim & consequence, 5) claim & celebrity, 6) consequence & celebrity, and 7) the mix of all. The study provides insights into common persuasive strategies for promoting vaccination uptake and highlights the importance of understanding cultural context in health promotion efforts. These findings provide implications for future vaccination promotion efforts in China and other countries facing similar challenges
Description: Independent Study (M.Com.Arts)--Graduate School, Bangkok University, 2022
Advisor(s): Ratanasuda Punnahitanond
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5451
Appears in Collections:Independent Studies
Independent Studies - Master

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