Abstract
The research aimed to identify the behavior of organizations promoting vaccine rejection through Facebook in the context of the Covid-19 vaccination campaign. To achieve the study’s purpose, the posts with the highest number of reactions on Facebook were observed and analyzed, as well as the content of these posts and the ways in which anti-vaccine organizations presented their messages on their fan pages. A digital social listening tool was used to analyze the data, providing information on the ranking of published messages, interactions reached, and sentiment assessments. The research found that anti-vaccine organizations used Facebook as one of the communication channels to disseminate messages that contradicted health measures, questioned the legality of vaccination, and opposed the use of masks. In other words, this social network served as a platform to spread messages that distorted the truth of the facts and encouraged various actions against vaccination campaigns. Therefore, during the Covid-19 pandemic, this social network became a crucial information medium for the population, but it was also the most used medium by anti-vaccine organizations to spread misinformation and generate negative emotions among users, ultimately eroding their trust.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
