SOCIAL MEDIA AND COVID-19 VACCINATION: ANALYSIS OF USER BEHAVIOUR IN SPAIN

The anti-vaccine community finds on social media one of the main channels for the dissemination of fake news and disinformation. This represents a challenge for governments during health crises. This study analyzes the behavior of social media users in relation to COVID-19 vaccination through a national survey including 1800 people representative of the Spanish population. WhatsApp, Facebook and Instagram users were the most vaccinated. However, TikTok and YouTube hosted the highest percentage of the unvaccinated. In relation to the booster dose, most users show a positive attitude, with Facebook users standing out, while YouTube users show the highest rejection. In addition, users who have spent more time on social media were less vaccinated with booster doses, also having a higher percentage of unvaccinated. Concrete data are provided to develop communication strategies such as segmentation and social listening to be carried out during a crisis.