The Role Of Media In Promoting Covid-19 Vaccination: A Cross-Sectional Study Among Adults In Prishtina, Kosovo

Fitim Alidema, Edona Sulejmani

Abstract


Background: During the COVID-19 pandemic, media channels became key sources of information for the public and played an important role in shaping attitudes toward vaccination. In Prishtina, where access to traditional media, digital platforms, and healthcare services is high, examining their influence on vaccine acceptance remains an important research priority.

Objective: To identify which media sources had the greatest influence on citizens’ decisions regarding COVID-19 vaccination and to determine the factors associated with vaccine acceptance or hesitancy among adults in Prishtina.

Methods: A cross-sectional study was conducted from January to December 2024 with a total of 400 adults recruited through convenience sampling across different geographic areas of Prishtina. Data were collected using a structured questionnaire assessing sources of information, trust in media, attitudes toward vaccination, and exposure to promotional campaigns. Descriptive statistics, Chi-square tests, and binary logistic regression were applied to identify predictors of vaccination uptake.

Results: Television was the most commonly reported source of information (41.5%), followed by social media (29.3%), healthcare professionals (28.0%), and online portals (9.0%). Trust in television was highest (mean 4.0 on a 1–5 scale), while social media received the lowest trust score (2.2). Overall, 66.8% of participants reported receiving at least one dose of a COVID-19 vaccine. Among the unvaccinated group, 57.4% indicated that misinformation on social media influenced their decision. Logistic regression showed that trust in media and exposure to promotional health campaigns were positively associated with vaccine acceptance (p < 0.05), whereas exposure to misinformation on social media was significantly associated with hesitancy.

Conclusion: Traditional media—particularly television—played a positive role in promoting COVID-19 vaccination in Prishtina, while social media remained an important source of misinformation. Strengthening public health communication through healthcare professionals and reliable information platforms is essential to counter misinformation in future health emergencies.

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Keywords


COVID-19 Vaccination; Media Influence; Vaccine Hesitancy; Misinformation; Public Health Communication; Social Media; Kosovo; Cross-Sectional Study.

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DOI: http://dx.doi.org/10.52155/ijpsat.v54.1.7689

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