Predictors of third-person perceptions about media's influence on vaccination against COVID-19

Purpose The present study aims to unveil the main predictors of perceived media influence (the third-person effect (TPE)) on people's opinions towards COVID-19 vaccination. While the TPE has been researched before in medical contexts, predictors of TPE on the topic of vaccination against COVID-19 are understudied. Design/methodology/approach This study employs a national survey using an online panel (N = 945) representative for the online population of Romania aged 18 or higher; data were collected during 1-9 April 2021. Findings Results indicate that people perceive both close and distant others to be more influenced by media information related to COVID-19 vaccination topics. TPE perception is correlated with belief in conspiracy theories about vaccines/vaccination, perceived incidence of fake news about COVID-19 vaccines/vaccination, perceived usefulness of social networking sites and critical thinking. Originality/value Results from this study might explain the success rate of some communication strategies employed with the help of the media. Key findings could be used as starting points for understanding the profile of those who underestimate the media's impact on themselves with respect to COVID-19 immunization and for designing more successful media strategies.