Trust, Opposition, and Hesitancy: A Qualitative Study of Vaccine Discourse on YouTube Videos
1
KORTUP, Izmir Biomedicine and Genome Institute, Balcova/Izmir, Turkey
2
Psychology, Izmir Katip Celebi University, Cigli/Izmir, Turkey
3
Public Health, Dokuz Eylul University, Balcova/Izmir, Turkey
Popul. Med. 2026;8(Supplement Supplement 1):A3942
ABSTRACT
BACKGROUND:
This study examines the psychological and social drivers of vaccine-related attitudes in Türkiye by analyzing spontaneous, user-generated discourse on YouTube. Drawing on the Health Belief Model (HBM) and the Theory of Planned Behavior (TPB), it aims to explore how vaccine acceptance, hesitancy, and opposition are articulated and sustained in digital environments.
METHODS:
Using an integrative qualitative framework informed by HBM and TPB, this study analyzed YouTube comments originating from Türkiye to capture patterns of vaccine-related discourse. Data were collected between March 2024 and February 2025 from 17 purposively selected YouTube videos addressing vaccine decision-making. A total of 22,601 comments—including original comments, direct replies, and nested replies—were included in the analysis. The data were thematically analyzed using MAXQDA 24.
RESULTS:
Oppositional discourse (n = 4,040) dominated the platform, substantially exceeding supportive (n = 1,402) and hesitant (n = 858) comments. Three overarching themes emerged: (1) Trust in Vaccines and Positive Attitudes, (2) Vaccine Hesitancy, and (3) Vaccine Opposition. Vaccine acceptance was primarily associated with trust in scientific evidence, perceived collective benefits, and supportive social norms. Vaccine hesitancy was mainly driven by concerns about side effects and perceived gaps in reliable information. In contrast, vaccine opposition was rooted in deep institutional distrust, conspiracy beliefs, and religious or cultural objections.
CONCLUSIONS:
By integrating the HBM and the TPB, this study provides a nuanced understanding of vaccine acceptance, hesitancy, and refusal within online environments. The findings suggest that vaccine-accepting individuals are strongly influenced by perceived benefits and social norms, while oppositional narratives are amplified through digital echo chambers, often obscuring the silent majority who support vaccination. These results highlight the need for culturally tailored public health communication strategies and efforts to enhance digital health literacy to counter misinformation and polarization in social media spaces.
This study examines the psychological and social drivers of vaccine-related attitudes in Türkiye by analyzing spontaneous, user-generated discourse on YouTube. Drawing on the Health Belief Model (HBM) and the Theory of Planned Behavior (TPB), it aims to explore how vaccine acceptance, hesitancy, and opposition are articulated and sustained in digital environments.
METHODS:
Using an integrative qualitative framework informed by HBM and TPB, this study analyzed YouTube comments originating from Türkiye to capture patterns of vaccine-related discourse. Data were collected between March 2024 and February 2025 from 17 purposively selected YouTube videos addressing vaccine decision-making. A total of 22,601 comments—including original comments, direct replies, and nested replies—were included in the analysis. The data were thematically analyzed using MAXQDA 24.
RESULTS:
Oppositional discourse (n = 4,040) dominated the platform, substantially exceeding supportive (n = 1,402) and hesitant (n = 858) comments. Three overarching themes emerged: (1) Trust in Vaccines and Positive Attitudes, (2) Vaccine Hesitancy, and (3) Vaccine Opposition. Vaccine acceptance was primarily associated with trust in scientific evidence, perceived collective benefits, and supportive social norms. Vaccine hesitancy was mainly driven by concerns about side effects and perceived gaps in reliable information. In contrast, vaccine opposition was rooted in deep institutional distrust, conspiracy beliefs, and religious or cultural objections.
CONCLUSIONS:
By integrating the HBM and the TPB, this study provides a nuanced understanding of vaccine acceptance, hesitancy, and refusal within online environments. The findings suggest that vaccine-accepting individuals are strongly influenced by perceived benefits and social norms, while oppositional narratives are amplified through digital echo chambers, often obscuring the silent majority who support vaccination. These results highlight the need for culturally tailored public health communication strategies and efforts to enhance digital health literacy to counter misinformation and polarization in social media spaces.
| eISSN: | 2654-1459 |
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