Social Media Strategy for COVID-19 Vaccination Equity

Overseen By Damon Centola

Age: 18+

Sex: Any

Trial Phase: Academic

Sponsor: University of Pennsylvania

Disqualifiers: No internet, Under 18, Outside US

No Placebo Group All trial participants will receive the active study treatment (no placebo)

Compensation: Varies

Number of Visits: Unknown

What You Need to Know Before You Apply

What is the purpose of this trial?

This trial aims to explore how online social networks can improve access to COVID-19 vaccination information for underserved communities, particularly African American and Latinx populations. Researchers will test different ways of connecting people online, such as egalitarian networks (where everyone is equally connected) and centralized networks (with a few influential hubs). Participants will join diverse or homogeneous groups to determine which setup best promotes engagement with health information. Individuals with internet access living in the U.S. may be suitable candidates for this study. As an unphased trial, this study offers a unique opportunity to contribute to innovative research that could enhance public health communication.

Will I have to stop taking my current medications?

The trial information does not specify whether you need to stop taking your current medications.

What prior data suggests that this online social network approach is safe for promoting health information?

A previous study showed that networks where everyone has equal access to connect with others online improve access to important health information. This enhances health outcomes without any reported safety concerns. Past research provides no evidence that this method causes harm.

Research also shows that networks where a few people serve as main connectors help many access health information. Again, no negative effects have been reported from participating in these online networks.

Both types of networks aim to improve the flow of information, especially in resource-limited communities, without involving any physical procedures. As a result, there are no traditional medical risks like those in drug trials. Participants can feel confident that these online methods focus on communication and sharing information, not physical health risks. ^{1 2 3 4 5}

Why are researchers excited about this trial?

Researchers are excited about this trial because it explores innovative ways to increase COVID-19 vaccination equity through social media strategies. Traditional methods often rely on public health campaigns and direct communication from health officials. However, this trial examines the impact of online social networks, both egalitarian and centralized, on spreading vaccine information and influencing attitudes. By using networks with diverse or homogeneous populations, the trial aims to understand how different social structures can influence vaccine uptake. This approach could uncover new, effective strategies for promoting public health through social media, potentially leading to more equitable vaccine distribution and acceptance.

What evidence suggests that this trial's interventions could be effective for improving COVID-19 vaccination equity?

Research has shown that social networks can significantly influence vaccination rates. This trial will examine various network structures to improve vaccine coverage and fairness. Participants in the "Egalitarian Networks of Diverse Populations" arm will join networks where everyone is equally connected. Studies suggest this structure can effectively spread vaccine information, particularly in communities that often miss out. In contrast, the "Centralized Networks of Diverse Populations" arm will focus on networks with a few key individuals who have many connections. These influential people can share positive vaccine messages, encouraging more vaccinations. By employing these different social network types, the trial aims to enhance vaccine acceptance and equity. ^{6 7 8 9 10}

Who Is on the Research Team?

Damon Centola, PhD

Principal Investigator

University of Pennsylvania

Are You a Good Fit for This Trial?

This trial is for adults over 18 living in the United States with internet access. It aims to improve health equity and COVID-19 vaccination rates among at-risk populations, particularly addressing challenges faced by African American and Latinx communities.

Inclusion Criteria

Living in the United States

Having internet access

Exclusion Criteria

I am under 18 years old.

Living outside of the United States

Having no internet access

Timeline for a Trial Participant

Screening

Participants are screened for eligibility to participate in the trial

2-4 weeks

Intervention

Participants engage in online social network activities to assess the impact of network structure on health information engagement

8 weeks

Participants engage asynchronously

Follow-up

Participants are monitored for changes in COVID-19 vaccination attitudes and beliefs

Immediate after intervention

What Are the Treatments Tested in This Trial?

Interventions

• Independent Control
• Online Social Network and Collective Intelligence Intervention

Trial Overview The study tests an online social network intervention designed to reduce digital divide and increase engagement with health-promoting information. Participants will be compared to a control group without this intervention.

How Is the Trial Designed?

Group I: Independent Control of Homogeneous Populations Experimental Treatment 1 Intervention

Independent control condition does not have online networks. Participants in this condition are not put into online networks. Participants only respond to questions by themselves. All participants in this condition share similar baseline demographic characteristics, attitudes, or behavioral choices.

Group II: Independent Control of Diverse Populations Experimental Treatment 1 Intervention

Independent control condition does not have online networks. Participants in this condition are not put into online networks. Participants only respond to questions by themselves. All participants in this condition have very different baseline demographic characteristics, attitudes, or behavioral choices.

Group III: Egalitarian Networks of Homogeneous Populations Experimental Treatment 1 Intervention

Egalitarian networks are characterized by equal connectivity for all participants in an online network for information exchange. Each network is consisted of 40 individual participants. All network participants in this condition share similar baseline demographic characteristics, attitudes, or behavioral choices.

Group IV: Egalitarian Networks of Diverse Populations Experimental Treatment 1 Intervention

Egalitarian networks are characterized by equal connectivity for all participants in an online network for information exchange. Each network is consisted of 40 individual participants. All network participants in this condition have very different baseline demographic characteristics, attitudes, or behavioral choices.

Group V: Centralized Networks of Homogeneous Populations Experimental Treatment 1 Intervention

Centralized networks have a small number of influential individuals, called "hubs," with connections to most other people. Centralized networks characterize situations in which most or all individuals are connected to, and seek advice from, a few well-connected "influencers." Each network is consisted of 40 individual participants. All network participants in this condition share similar baseline demographic characteristics, attitudes, or behavioral choices.

Group VI: Centralized Networks of Diverse Populations Experimental Treatment 1 Intervention

Centralized networks have a small number of influential individuals, called "hubs," with connections to most other people. Centralized networks characterize situations in which most or all individuals are connected to, and seek advice from, a few well-connected "influencers." Each network is consisted of 40 individual participants. All network participants in this condition have very different baseline demographic characteristics, attitudes, or behavioral choices.

Who Is Running the Clinical Trial?

University of Pennsylvania

Lead Sponsor

Trials

2,118

Recruited

45,270,000+

University of California, Davis

Collaborator

Trials

958

Recruited

4,816,000+

University of California, San Francisco

Collaborator

Trials

2,636

Recruited

19,080,000+

University of California, Berkeley

Collaborator

Trials

193

Recruited

716,000+

Citations

1. pmc.ncbi.nlm.nih.gov pmc.ncbi.nlm.nih.gov/articles/PMC9019497/

Potential Influencers of COVID-19 Vaccine Acceptance ... A two-branched survey was used to assess demographic information, vaccination intention, and 19 potential influencers of COVID-19 vaccine acceptance.

2. sciencedirect.com sciencedirect.com/science/article/pii/S258900422500269X

Stakeholder perspective and sentiment in a rapidly ... This study identifies key barriers to vaccine uptake. Findings reveal significant trends including pharmacy-led vaccination, patient adherence challenges, ...

3. nejm.org nejm.org/doi/full/10.1056/NEJMoa2510226

Association of 2024–2025 Covid-19 Vaccine with ... Covid-19 vaccine use was associated with an estimated vaccine effectiveness against the composite outcome of 37.1% (95% CI, 19.5 to 49.9) at 1 ...

4. pmc.ncbi.nlm.nih.gov pmc.ncbi.nlm.nih.gov/articles/PMC11528806/

Associations Between Social Networks and COVID-19 ... The objective of this study was to explore the role of social networks in COVID-19 vaccine uptake in rural Alabama and examine the ways in which social ...

5. jamanetwork.com jamanetwork.com/journals/jamanetworkopen/fullarticle/2804996

Use of Immunization Information Systems in Ascertainment ... Findings of this study suggest that linkage of claims data to IIS vaccination records was associated with increased COVID-19 vaccine ascertainment.

6. clinicaltrials.gov clinicaltrials.gov/study/NCT04779827

Improving Health Equity for COVID-19 Vaccination for At- ... Experimental : Centralized Networks of Homogeneous Populations. Centralized networks have a small number of influential individuals, called "hubs," with ...

7. med.stanford.edu med.stanford.edu/facultydevelopment/faculty-community/networks/heal-network.html

HEAL Network | Office of Faculty Development and Engagement Based in research and scholarship, the HEAL Network brings faculty together to determine how we can better address health inequities.

8. pmc.ncbi.nlm.nih.gov pmc.ncbi.nlm.nih.gov/articles/PMC12403165/

Weaving a public health network: Process and results from an ... Factors such as politicization of vaccination, conspiracy theories and misinformation, inequities in vaccine distribution and access ( ...

9. clinicaltrials.gov clinicaltrials.gov/study/NCT04743908

Community Network-driven COVID-19 Testing and ... This C3 project, Community network-driven COVID-19 testing of vulnerable populations in the Central US, will implement and evaluate a COVID-19 testing and ...

10. nature.com nature.com/articles/s41562-022-01429-0

Strategic COVID-19 vaccine distribution can ... We find that social utility and equity can be simultaneously improved when vaccine access is prioritized for the most disadvantaged communities.