The COVID-19 pandemic may have reached a turning point as the World Health Organization and the global community of nations step up plans for mass vaccination campaigns. However, the COVID-19 vaccine-related conspiracy theories (e.g., falsehoods about birth control, women infertility, surveillance, and microchip humanity, etc.) have built new momentum for vaccine hesitancy. To this end, several nations worldwide, including Pakistan, are struggling to boost public trust and enthusiasm to get vaccinated, especially in an anxious and complicated atmosphere propelled by multiple, new and the deadliest variants of COVID-19. To address this critical research gap during these intensifying conditions of vaccine hesitancy, the present study makes the first attempt to explore the potential effects of various communication strategies, including public service message (safety benefits versus fear appraisals), media types (i.e., traditional versus digital), self-efficacy, perceived benefits and threats (susceptibility and severity), on the willingness to get vaccinated for COVID-19. Importantly, the underlying effects of public skepticism (in a moderating role) on these relationships were empirically examined. Using four fictitious COVID-19 immunization campaigns in a series of experiments with 2 (media type: traditional vs. digital) X 2 (service attribute: health and safety benefits vs. fear) message frames (represented as Group one to Group four), the findings identified fear appraisal as the most viable communication strategy in combating vaccine hesitancy. Moreover, public skepticism negatively moderated the effects of media types and public service message attributes on willingness to get vaccinated in relatively high (i.e., Group two), moderate (i.e., Group one and four), and low intensities (i.e., Group three). The pioneering findings of this research offer new strategic insights for the global health authorities and vaccine promoters to proactively address the downward spiral of people’s willingness to take the COVID-19 vaccine.

Recently, misinformation and disinformation, as well as fake news, have become global threats to public health owing to their role in spreading viral health hazard information. The growing explosive religious fatalistic views presented on social media and widespread misinformation, disinformation, and fake news can result in detrimental outcomes in adopting protective behavior. The moderating implications of misinformation and religious fatalism can be severe, leading to adverse effects on polio vaccine acceptance. Consequently, this research provides brief empirical evidence on the efficacy of risk communication strategies to address polio vaccine reluctance in a digital age landscape, an area that remains understudied. This research argues that the spread of misinformation, disinformation, fake news, and religious fatalism is not solely the bane of the polio vaccine, but rather represents the absence of risk communication strategies. The study opines that polio vaccine acceptance can be improved using risk communication strategies. Recognizing these risk factors and counter-risk communication strategies, this research tested a theoretical model using the cross-sectional survey design. Overall, data was collected from 2160 parents with children aged below five years. The results, based on structural equation modeling, revealed that public service advertisements are an effective tool to counter the inverse impacts of misinformation, disinformation, fake news, and religious fatalism. Furthermore, the inverse moderating role of misinformation, disinformation, fake news, and religious fatalism has been verified to potentially diminish polio vaccine acceptance. These results suggest that healthcare providers must identify and address all forms of digitally disseminated information that encumbers public health behaviors. Accordingly, this research recognized the utilization of evidence-based strategic communication campaigns to cultivate and encourage the literacy necessary to counter health hazard information, including misinformation. This study’s findings will benefit health and other concerned authorities in utilizing strategic communication on different media platforms to reduce or eradicate the polio endemic.

Media exposure to health communication contents related to the COVID-19 pandemic alone is inadequate to measure the influence of media on individuals in adopting precautionary behaviors against COVID-19, such as vaccine uptake. Certain individuals may pay attention to and be influenced by communication content. However, literature has suggested other instrumental determinants in developing and adopting health precautionary measures, such as culture or religion, especially regarding vaccination. In times of crisis, such as the COVID-19 pandemic, it is valuable to examine the interrelationships among psychological, sociocultural, and informational factors. This can provide valuable insights for policymakers in developing effective communication strategies. Drawing an analogy between the Media dependency theory (MDT) and the Theory of Planned Behavior (TPB) model, this study unravels the factors underpinning the COVID-19 vaccine uptake intention among Pakistanis. The study utilized a cross-sectional research design and employed a survey method to gather data from a sample of 993 participants. The findings obtained from the PLS-SEM analysis confirmed that individuals relied on both traditional and social media to cope with the COVID-19 pandemic. The findings show that individuals rely more on the informational content disseminated through conventional media channels. The findings also suggest that individuals from Asian countries, such as Pakistan, tend to be more inclined toward collectivism. The findings about the moderating role of religiosity suggest that religious beliefs significantly shape individuals’ reliance on traditional media. Hence, this study has uniquely contributed to public health and media management by providing a strategy for managers to address disseminating misinformation related to religion and its impact on vaccination-related health issues. The study has theoretically confirmed the principles of media dependency theory. As a result, it is recommended that various information sources be utilized to cultivate resilience among individuals to manage health crises effectively.