{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,18]],"date-time":"2026-08-18T03:46:07Z","timestamp":1787024767627,"version":"build-2736575974"},"reference-count":40,"publisher":"JMIR Publications Inc.","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JMIR Public Health Surveill"],"abstract":"\n Background<\/jats:title>\n Vaccine hesitancy has increased in recent decades internationally, which sets up a critical barrier to the rapid deployment of novel vaccines against infection with SARS-CoV-2.<\/jats:p>\n <\/jats:sec>\n \n Objective<\/jats:title>\n This study used a quasi-experimental design to evaluate the cost-effectiveness of a social media intervention to reduce COVID-19 vaccine hesitancy implemented in Nigeria in 2022.<\/jats:p>\n <\/jats:sec>\n \n Methods<\/jats:title>\n The intervention targeted health care providers and adults from the general population who were users of a specific social media platform. We used published estimates from a quasi-experimental evaluation of the campaign\u2019s effectiveness compared to the status quo across 6 intervention states and 31 comparison states over a 10-month period. We estimated the cost-effectiveness of the campaign in terms of cost (2022 US dollars) per person vaccinated using a decision tree analysis and probabilistic sensitivity analysis.<\/jats:p>\n <\/jats:sec>\n \n Results<\/jats:title>\n On the basis of the quasi-experimental trial, the campaign led to a crude 6.4\u2013percentage point increase (219\/692, 31.6% vs 117\/463, 25.3%; P=.045) in vaccination rates and an adjusted 7.8\u2013percentage point increase (95% CI 1.68-14.2; P=.02) controlling for age group, gender, educational level, religion, and occupation among the 20% (1933\/9607) of the overall sample who were unvaccinated and in the persuadable middle. Scaled to the overall population, the campaign led to a 1.57\u2013percentage point (95% CI 0.337-2.87; P=.02) increase in the proportion of those vaccinated against COVID-19 among those reached by the social media campaign. The social media campaign resulted in 58.3 million impressions and 1.87 million people reached for a total societal cost of US $1.15 million, or US $0.61 per person reached. This resulted in an incremental cost-effectiveness ratio of US $54.70 (95% uncertainty interval US $20.90-$163) per person vaccinated.<\/jats:p>\n <\/jats:sec>\n \n Conclusions<\/jats:title>\n A social media\u2013based campaign to address COVID-19 vaccine hesitancy in 6 states in Nigeria resulted in an increase in vaccination rates. The cost-effectiveness of the campaign compared to no campaign is comparable to that of other campaigns promoting COVID-19 vaccine uptake. The cost per person vaccinated due to the social media campaign was 1% to 8% of the estimated cost per life year saved by vaccination against COVID-19 in low- and middle-income countries. Investing in social media campaigns would likely be a cost-effective approach to increase vaccine uptake and save lives.<\/jats:p>\n <\/jats:sec>","DOI":"10.2196\/84540","type":"journal-article","created":{"date-parts":[[2025,12,15]],"date-time":"2025-12-15T15:30:06Z","timestamp":1765812606000},"page":"e84540","source":"Crossref","is-referenced-by-count":1,"title":["A Social Media Campaign to Promote COVID-19 Vaccination: Cost-Effectiveness Analysis"],"prefix":"10.2196","volume":"12","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-3953-3424","authenticated-orcid":false,"given":"Michael William","family":"Long","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1427-0402","authenticated-orcid":false,"given":"Jeffrey 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