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- Title
COVID-19 Vaccine Communication via Chatbot: A Qualitative Study on Message Preferences of Young Adults and Public Health Workers in Urban American Communities.
- Authors
Weeks, Rose; Cooper, Lyra; Sangha, Pooja; Sedoc, João; White, Sydney; Toledo, Assaf; Gretz, Shai; Lahav, Dan; Martin, Nina; Michel, Alexandra; Lee, Jae Hyoung; Slonim, Noam; Bar-Zeev, Naor
- Abstract
<bold>Background: </bold>Automated conversational agents, or chatbots, have a role in reinforcing evidence-based guidance delivered through other media and offer an accessible, individually tailored channel for public engagement. In early-to-mid-2021, young adults and minority populations disproportionately affected by COVID-19 in the U.S. were more likely to be hesitant toward COVID-19 vaccines, citing concerns regarding vaccine safety and effectiveness. Successful chatbot communication requires purposive understanding of user needs.<bold>Objective: </bold>We sought to review the acceptability of messages to be delivered by a chatbot named VIRA from Johns Hopkins University. The study investigated which message styles were preferred by young, urban-dwelling Americans as well as public health workers, since we anticipated the chatbot would be used by the latter as a job aid.<bold>Methods: </bold>We conducted four virtual focus groups with 20 racially and ethnically diverse young adults 18-28 and public health workers 25-61 years old living in or near eastern U.S. cities. We tested six message styles, asking participants to select a preferred response style for a chatbot answering common questions about COVID-19 vaccines. We transcribed, coded, and categorized emerging themes within discussions of message content, style, and framing.<bold>Results: </bold>Participants preferred messages that began with an empathetic reflection of a user concern and concluded with a straightforward, fact-supported response. Most participants disliked moralistic or reasoning-based appeals to get vaccinated, although public health workers felt such strong statements appealing to communal responsibility were warranted. Responses tested with humor and testimonials did not appeal.<bold>Conclusions: </bold>To foster credibility, chatbots targeting young people with vaccine-related messaging should aim to build rapport with users by deploying empathic, reflective statements, followed by direct and comprehensive responses to user queries. Further studies are needed to inform the appropriate utilization of user-tailored testimonials and humor in the context of chatbot communication.<bold>Clinicaltrial: </bold>
- Publication
Journal of Medical Internet Research, 2022, Vol 24, Issue 7, pN.PAG
- ISSN
1439-4456
- Publication type
Article
- DOI
10.2196/38418