Social Media Component Research Articles

Social Media for Conflict Escalation and De –Escalation: Two Sides of a Coin

Communication may be said to be "the conveying or shifting of information by speaking, writing or using some of the other media" (Oxford, 2021). Without communication, there will not be conflict. Conflict is a state when units of intercourse agents are in dissension. When two agreeing parties’ dissent, the conflict has happened. The term conflict is relative as its usage spans across different segments, sectors, institutions and areas of life. Conflict escalation refers to the spreading of minor disagreement between parties. Conflict de-escalation refers to the process of reducing the tension of any conflict, especially by not allowing it to be more destructive or going beyond the level it is. Social media is also part of the media type that is majorly centered on technological advancement. Examples of social media we have include Facebook, Twitter, Instagram, google chat room, Eskimi, telegram, WhatsApp, Part of the profitable components of social media is that. A varied group of people use social media to formulate trouble. They use the medium to starts conflict and also use it to escalate it. The research procedure embraced was exploratory research design. Secondary reference of data was used. However, the study examines Glasl's conflict escalation model to properly understands how minor disagreement escalate to large scale conflict. This paper base its theoretical argument on the theory called “The Role of Resource Mobilisation Theory in Social Movement. Another theory to look at is the C - Escalation and D - Escalation A theory of the time dynamics of conflict by Randall Collins. Authority to fashion a bill directing social media usage. The paper concluded that every authority to fashion a bill directing social media usage.

Components of Social Media Marketing Capabilities That Support The Marketing Performance of Micro Small to Medium Enterprises (MSMEs)

This paper aims to understand the importance of marketing capabilities in using social media on business performance. The conceptualization was developed based on Morgan’s marketing capabilities framework. Data was collected from SMEs in the food sector who just received a certificate for food safety, which means they have had the opportunity to market their product widely. Partial least squares structural equation modelling will be used to analyze data. The results of this study will have some limitations/implications: First: The data was collected using a non-probability sampling method, commonly known as convenience sampling. Second: Perceptual measures used on performance variables in this analysis. Third: This study neglects data changes from time to time, in other words, this study obtains cross-sectional data collection. Finally, the study was only conducted in Tasikmalaya’s food sector and therefore does not lend itself to any general applicability. The originality of this study lies in the fact that this research is the first research that provides a complete view of social media applications in supporting SMEs in the food sector marketing performance.

CMF-SMR: Convolutional matrix factorization for sequential movie recommendations

Recommender system (RS) has become an essential component of e-commerce, social media, and other online platforms. Collaborative filtering (CF) is one of the most commonly used techniques in RS that relies on user-item interactions to generate recommendations. However, CF suffers from the cold-start problem, sparsity, and scalability issues. To address these challenges, this work propose a hybrid system called Convolutional Matrix Factorization for Sequential Movie Recommendations (CMF-SMR), which combines matrix factorization (MF) with convolutional neural networks (CNNs). CMF-SMR leverages the non-linear feature extraction capabilities of CNNs and the representation learning abilities of deep learning to enhance the accuracy and robustness of traditional MF-based RS. Specifically, CNNs and MF were used to respectively extract features from user-item interaction data and use them as input for learning user and item representations. The learned representations are then used to predict user-item ratings. This work evaluates the performance of our proposed method on two publicly available datasets, and the experimental results demonstrate that our method outperforms several state-of-the-art techniques in terms of accuracy, scalability, and robustness. Moreover, this work conduct evaluation metrics to demonstrate the accuracy of our proposed method. Overall, our proposed CMF-SMR provides a promising solution for addressing the limitations of traditional CF-based RS and can be applied in various domains, including e-commerce, social media, and personalized content recommendation systems.

THE ROLE OF SOCIAL MEDIA MARKETING ON BRAND AWARENESS AND STUDENT DECISIONS TO CHOOSE UNIVERSITY

This study is aimed to analyze the influence of social media marketing activities on brand awareness and students' decisions in choosing higher education institutions. The population in this study was students of Universitas Duta Bangsa, data collection methods using online questionnaires, and data analysis methods using SEM-PLS. The results of this study found that marketing activities through social media have a positive effect on the decision to choose a university. The components of social media marketing activities that influence the decision to choose a university are entertainment, interactivity, trendy, customization, and E-WOM. Meanwhile, what affects brand awareness is entertainment, customization, and E-WOM.

Impact of Social Media Advertising Features on Customer Purchase Intention: A Study of Students of BUITEMS

This research aims to evaluate the most significant components of social media advertising that can predict purchase intent. Advertisements on social media have taken up a significant amount of time, money, and resources for organizations. It is complex for businesses to come up with creative ideas to use social media for attracting customers and encourage them to purchase. The conceptual model is based on the expanding Unified Theory of Acceptance and Use of Technology (UTAUT2), as well as interaction, Informativeness, and perceived relevance. A deductive quantitative approach with survey questionnaire was used. Our research supplements that hedonic motivation, habit, interaction, Informativeness, and perceived relevance all have significant impact on purchase intent in youth of Balochistan. This study offers valuable insights into the use of social media advertising and recommends that to have favorable influence of the brand, communication activities need to be engaging, tailored, and entertaining at the same time.

The Effect of Somethinc’s Instagram Social Media Marketing Activities on Brand Awareness and Customer Loyalty

This study aims to analyze the influence of the five components of Social Media Marketing Activity (SMMA) on social media Instagram Something on brand awareness and customer loyalty. This study uses a quantitative approach by means of purposive sampling. Data collection for this research was carried out by distributing questionnaires to 260 respondents via Google form with a minimum age of 21 years who know the Somethinc brand and have bought and know products from the Something brand. The analysis technique used in this study is to use quantitative methods and processed with SPSS and PLS-SEM (smartPLS) applications. The test results show that among the five components of social media marketing activity (SMMA) it is found that entertainment and trends show positive results on brand awareness. Interactivity, customization, and electronic word of mouth do not show positive results on brand awareness. Meanwhile, brand awareness shows positive results in customer loyalty.

Identifying and Analyzing the Impact of Digital Components of Social Media on the Commercialization of Health to Improve Ergonomics

Objectives: It was expected the healthcare system would help to provide better services by taking advantage of the opportunities provided by the expansion of information and communication technology. In some cases, the efforts of service providers or users to increase their interests have resulted in the commercialization of health at the cost of effectiveness and personal well-being. The present study aimed to identify and analyze the impact of digital components of social media on the commercialization of health with the aim of improving ergonomics at macro and cognitive levels. Methods: This applied research was conducted based on a descriptive cross-sectional design. The statistical population included 300 professors of Hamadan University of Medical Sciences, out of whom 169 cases were selected by simple random method. The components were determined by the descriptive method. The questions were analyzed using exploratory factor analysis in SPSS software. The ranking of the components was performed using Friedman's method, and the final model was then presented. Results: The digital components of social media in the commercialization of health include five parts(the health system, medicine, patient, insurance, and healthcare personnel) and 30 sub-components. Conclusion: The digital components related to the health system have the most marked impact on the commercialization of health, highlighting the need to pay attention to the development of social media regulations in the health sector. Common strategies include controlling data availability, building coalitions among health stakeholders with compliance monitoring, using social responsibility laws for digital companies, and promoting self-regulation among stakeholders.

The Effect of Social Media Marketing Activities of Skin Care Brand Image on Customer Loyalty

The presence of digital platforms is used as a means of communication, advertising, promotion, and lifestyle demonstration to maintain the existence and business operations of a brand by adopting online technology and social media marketing activities (SMMA). Globally and nationally, skin care product are rapidly expanding, but empirical studies on SMMAs in relation to skin care in Indonesia have remained scarce. This study aims to examine and analyze the effect of the five components of social media marketing activity (SMMA) on customer loyalty to the Something brand. This study was conducted using quantitative methods and processed with PLS-SEM applications (smartPLS3) to test the proposed hypotheses. This research was conducted in Indonesia by distributing online questionnaires through Google forms between January and February 2023. Respondents are Instagram users who know the Somethinc brand with a total of 220 respondents. There are differences in the results of research on the components of social media marketing activities (SMMA) including entertainment, trendiness, and customization have a significant and positive effect on brand image. Therefore, interactivity and electronic-word of mouth do not show positive and insignificant results on brand image. Other test results show that brand image has a significant and positive effect on customer loyalty. The results of this study contribute practical implications for company managers to create alternative solutions in digital marketing strategies by creating a positive image of the company and building long-term relationships with consumers.

Moving Beyond Benchmarks and Competitions: Towards Addressing Social Media Challenges in an Educational Context

Natural language processing and other areas of artificial intelligence have seen staggering progress in recent years, yet much of this is reported with reference to somewhat limited benchmark datasets.We see the deployment of these techniques in realistic use cases as the next step in this development. In particular, much progress is still needed in educational settings, which can strongly improve users’ safety on social media. We present our efforts to develop multi-modal machine learning algorithms to be integrated into a social media companion aimed at supporting and educating users in dealing with fake news and other social media threats.Inside the companion environment, such algorithms can automatically assess and enable users to contextualize different aspects of their social media experience. They can estimate and display different characteristics of content in supported users’ feeds, such as ‘fakeness’ and ‘sentiment’, and suggest related alternatives to enrich users’ perspectives. In addition, they can evaluate the opinions, attitudes, and neighbourhoods of the users and of those appearing in their feeds. The aim of the latter process is to raise users’ awareness and resilience to filter bubbles and echo chambers, which are almost unnoticeable and rarely understood phenomena that may affect users’ information intake unconsciously and are unexpectedly widespread.The social media environment is rapidly changing and complex. While our algorithms show state-of-the-art performance, they rely on task-specific datasets, and their reliability may decrease over time and be limited against novel threats. The negative impact of these limits may be exasperated by users’ over-reliance on algorithmic tools.Therefore, companion algorithms and educational activities are meant to increase users’ awareness of social media threats while exposing the limits of such algorithms. This will also provide an educational example of the limits affecting the machine-learning components of social media platforms.We aim to devise, implement and test the impact of the companion and connected educational activities in acquiring and supporting conscientious and autonomous social media usage.

Simulations or Client Projects? Aligning Social Media Skills Development to Industry Expectations

Social media is rapidly growing and evolving from the introduction of new platforms to platform-specific innovations. The dynamic nature of social media makes it difficult for even practitioners to keep up; therefore, the gap between academia and industry continues to grow. This gap presents significant challenges for marketing educators to keep course content current so students are ready for the workforce. To identify which types of social media pedagogical assessments best meet industry needs and make recommendations for bridging this gap, this article uses a three-study approach consisting of content analysis of job descriptions, practitioner interviews, and student perceptions of two commonly used pedagogical assessments: simulations and client-based projects. Results show the critical need for social media meta-skills and technical skills, with client-based projects significantly improving meta-skill acquisition by undergraduate students compared with simulations alone. Practical implications for helping educators improve market-ready graduates for entry-level jobs with a social media component are discussed.

E-Marketing Model at Bali Chaya Kuta Hotel in The New Normal Era

This study aims to analyze the e-marketing model applied to Hotel Bali Chaya Kuta from the time before the Covid-19 pandemic to the New Normal era. This is to analyze the right e-marketing model that can be used during the new normal era. The method used in this study is a qualitative descriptive methode with data collection techniques used consisting of observations, interviews, and documentation with data validation using focus group discussions. The informant retrieval technique in this study used porposive sampling. Activities in qualitative data analysis, namely data reduction, display data, and conclusion drawing/verification. The results of the data analysis are known to be the e-marketing model applied in the new normal era on social media with three stages, namely the components of social media marketing that can be applied in the future: Customer Engagement, Influence, Online Community. Marketing communication through online travel agents has four marketing components that can be used in online travel agents which include Promo, Information, Respond to market, Review. Marketing through websites is divided into four dimensions, namely: Content, Branding, Disign, SEO (Search Engine Optimization). Keywords: E-marketing Model, New normal

#Fitmom: an experimental investigation of the effect of social media on body dissatisfaction and eating and physical activity intentions, attitudes, and behaviours among postpartum mothers

BackgroundResearch has shown that body dissatisfaction is higher during the postpartum period compared to other periods of life, and strongly associated with disordered eating behaviours, which can lead to adverse health outcomes. While results from cross-sectional studies suggest that social media may play an important role in body dissatisfaction among postpartum mothers, causal inference is limited due to the observational nature of the existing research. The objective of this study is to experimentally test the effect of body-focused social media on the body dissatisfaction and eating and physical activity intentions, attitudes, and behaviours of postpartum mothers.MethodsPostpartum mothers of infants 0–6 months (n = 132) were randomly assigned to view either body-focused social media posts (n = 65), or a control set of infant feeding tips (n = 67). ANCOVA was used to examine differences between the intervention and control group on levels of body dissatisfaction, eating and physical activity intentions, attitudes, and behaviours. There were two follow-up time points, immediately post intervention and 1-month post intervention to measure potential sustained effects of intervention.ResultsExposure to body-focused social media posts resulted in higher levels of body dissatisfaction, mean difference 1.54 (p = 0.002); poorer body image, mean difference 0.41 (p = 0.007); eating attitudes, mean difference 2.26 (p = 0.025); and higher levels of restrained eating behaviours, mean difference 0.39 (p < 0.001) among the intervention group post intervention. Mothers in the intervention group also reported higher levels of inspiration to be active, mean difference 0.48 (p = 0.021) post intervention. A sustained effect was found for restrained eating, mean difference 2.03 (p < 0.001) and poorer eating attitude, mean difference 0.29 (p = 0.001) at 1-month follow-up. No sustained effects were found for any other outcomes at 1-month follow-up.ConclusionSocial media exposure to body-focused social media posts negatively affect postpartum mothers’ body dissatisfaction and health behaviours. Further experimental research that includes an interactive social media component is needed among this population.Trial Registration:NCT05181280, Study ID Number: 054798. Registered 06/01/2022. Retrospectively registered, https://clinicaltrials.gov/ct2/show/NCT05181280.

P10-08 Effectiveness of social media-based interventions for the promotion of physical activity: scoping review

BackgroundA global target of the WHO is to reduce physical inactivity in all adults and adolescents by approximately fifteen percent by 2030. Social media could have an impact in this effort because of its enormous reach, potentially addressing underserved populations in need for PA interventions. To date, characteristics and effectiveness of social media-based interventions for the promotion of PA are not well understood.This scoping review provides a broad overview of existing social media-based interventions and systematically maps the evidence regarding their effectiveness for PA promotion and other health outcomes.MethodsScopus and Medline were searched for the terms ‘physical activity’, ‘social media’ and key social media platforms. Following the PRISMA guidelines for scoping reviews (PRISMA-ScR), two reviewers independently screened abstracts and full texts for eligibility. Any discrepancies were resolved by a third reviewer. All records referring to interventions delivered via any type of social media or at least incorporated one social media component of either pre-existing or study-specific platforms and addressed PA as primary outcome were included. Results were summarized following the objectives of this review. In addition, evidence on use, acceptability, and usability of interventions was mapped.ResultsIn total, 12.321 publications were identified and 53 met the inclusion criteria. The use of Facebook was most prevalent in interventions to promote PA, followed by the incorporation of study-specific platforms alone or in combination with Facebook. Occasionally utilized applications included Twitter, Pokémon Go, and YouTube. More than one third of the studies revealed positive effects regarding the promotion of PA. Additional evidence emerged in this scoping review demonstrating that social media-based interventions have a positive impact on other physical dimensions of health (e.g. weight or blood pressure). Due to the great heterogeneity in the assessment of acceptability, use, and usability across the different publications, results cannot be pooled. However, the use of Facebook as a motivator for PA was rated positively across six of the included studies.ConclusionsSocial media seems to be a promising tool for increasing PA at the population level. Future studies should take the abundance of platforms into account and select social media interventions meeting the requirements, preferences, and needs of varying target populations.

Botometer 101: social bot practicum for computational social scientists.

Social bots have become an important component of online social media. Deceptive bots, in particular, can manipulate online discussions of important issues ranging from elections to public health, threatening the constructive exchange of information. Their ubiquity makes them an interesting research subject and requires researchers to properly handle them when conducting studies using social media data. Therefore, it is important for researchers to gain access to bot detection tools that are reliable and easy to use. This paper aims to provide an introductory tutorial of Botometer, a public tool for bot detection on Twitter, for readers who are new to this topic and may not be familiar with programming and machine learning. We introduce how Botometer works, the different ways users can access it, and present a case study as a demonstration. Readers can use the case study code as a template for their own research. We also discuss recommended practice for using Botometer.

The impact of social media as a strategic approach to corporate communication when handling crises at a selected South African bank

This study investigates the impact of social media as a strategic approach to corporate communication when handling crises at Bank X in the Gauteng province of South Africa. The study had three over-arching objectives; to determine the challenges that are encountered when handling crises about communication at Bank X, to determine if the leadership has the willingness to change their approach when formulating the strategy; to determine if social media has an impact on strategy formulation of crisis communication at Bank X; and lastly to make recommendations to Bank X’s leadership on how to incorporate the social media component as a communication approach to effectively handle crises. This research followed a qualitative research approach through one-on-one Microsoft Teams in-depth interviews with 10 participants. The study, through the analysis of the primary data, secondary data, and literature reviews, underpins and supports that there is an opportunity for Bank X to incorporate social media as a strategic element to the crisis communication strategy. The organisation’s crisis communication strategy needs to incorporate social media from a strategic perspective for it to be ahead of the curve when a crisis emerges online. The implications for Bank X are a lesson in the evolution of technology in the communication space and how imperative it is for the bank to evolve.

Effective deep learning based multimodal sentiment analysis from unstructured big data

AbstractMore recently, as images, memes and graphics interchange formats have dominated social feeds, typographic/infographic visual content has emerged as an important social media component. This multimodal text combines text and image, defining a novel visual language that must be analysed because it has the potential to modify, confirm or grade the sentiment's polarity. The problem is how to effectively use information from the visual and textual content in image‐text posts. This article presents a new deep learning‐based multimodal sentiment analysis (MSA) model using multimodal data such as images, text and multimodal text (image with embedded text). The text analytic unit, the discretization control unit, the picture analytic component and the decision‐making component are all included in this system. The discretization unit separates the text from the picture using the variant and channel augmented maximally stable extremal regions (VCA‐MSERs) technique, which are then analysed as discrete elements and fed into the appropriate image and text analytics units. The text analytics system utilizes a stacked recurrent neural network with multilevel attention and feedback module (SRNN‐MAFM) to detect the sentiment of the text. A deep convolutional neural network (CNN) structure with parallel‐dilated convolution and self‐attention module (PDC‐SAM) is developed to forecast the emotional response to visual content. Finally, the decision component employs a Boolean framework including an OR function to evaluate and classify the output into three fine‐grained sentiment classes: positive, neutral and negative. The proposed work is simulated in the python platform using the STS‐Gold, Flickr 8k and B‐T4SA datasets for sentiment analysis of text and visual and multimodal text. Simulation outcomes proved that the suggested method achieved better accuracy of 97.8%, 97.7% and 90% for text, visual and MSA individually compared to other methods.

Impact of Social Media on Applicant Perspectives of Ophthalmology Residency Programs.

Purpose This article evaluates the relevance of social media to ophthalmology residency applicants in the setting of virtual interviews, the types of information sought by applicants, and the impact of rebranding of an institutional and departmental social media account. Design Cross-sectional survey. Participants Ophthalmology residency applicants from the 2020 to 2021 cycle. Methods A voluntary survey was emailed to 481 applicants to the University of Louisville Department of Ophthalmology residency during the 2020 to 2021 application cycle to gauge the impact of social media on their perspectives of residency programs, especially with regards to a new departmental social media account. Main Outcome Measures Applicants' use of social media platforms and specific components of departmental social media accounts found most useful. Results The 13-question survey was completed by 84/481 applicants (17.5% response rate). Social media was used by 93% of respondents. Of those respondents reporting social media use, the most common platforms utilized included Instagram (85%), Facebook (83%), Twitter (41%), and LinkedIn (29%). Sixty-nine percent of respondents specifically used Instagram to learn more about residency programs. With regards to the rebranded Instagram account at the University of Louisville, 58% of respondents reported being influenced, with all asserting that the account positively encouraged them to apply to the program. The most informative elements of the account related to current resident profiles, resident life, and living in Louisville. Conclusion A majority of responding ophthalmology residency applicants utilized social media to search for program information. A newly developed social media profile at a single institution positively influenced applicant impressions of the program, with the most importance assigned to information provided about current residents and typical resident life. These findings suggest key areas where programs should continue to dedicate online resources with targeted information to better recruit applicants.

The hashtag heard around the world: social media users’ perceptions and responses to the #MeToo hashtag

ABSTRACT Since the advent of the #MeToo hashtag, there have been both praises and criticisms of its use as part of the #MeToo movement. The present study uses expectancy violation theory (EVT) as a guiding framework to examine response expectations among posters of the #MeToo hashtag on social media platforms such as Facebook and Twitter, and the extent to which these expectations were confirmed or violated by observers of the #MeToo hashtag postings online. This investigation is the first of its kind to provide an initial assessment of the effectiveness of the social media component for the #MeToo campaign (i.e., use of the #MeToo hashtag). We analyzed the survey responses for 193 participants (26 posters; 167 observers), asking posters what they expected and received as responses to their #MeToo hashtag posts, and observers about their expected and actual responses to the #MeToo postings of others in their social network. A thematic analysis was performed, and results offered some insights into response expectations for both posters and observers, as well as extent to which expectations were met, and what that means for the #MeToo campaign.

Integrated Nutrition Education Through the Part C Early Intervention Services for Children With Autism Spectrum Disorder: Material Reviews Involving Providers and Parents

ObjectivesTo collect provider and parent feedback on feasibility of a nutrition education intervention, Autism Eats, for children with ASD through the Part C Early Intervention (EI) Services, and to refine the manual and intervention materials based on the feedback.MethodsA formative survey study was conducted. EI providers (n = 9) and parents of children with ASD (n = 7) reviewed the 10-lessons of Autism Eats intervention and provided their feedback online. The survey consisted of seven Likert-type (1 = strongly disagree to 5 = strongly agree) questions on the following aspects: (1) the amount of preparation time; (2) clarity of instructions; (3) the amount of allocated time for lesson procedure; (4) relevance of activities to the goal and objectives; (5) feasibility of families’ completing activities; (6) satisfaction with provider notes; and (7) relevance to improving nutrition in children with ASD. Additionally, participants completed three open-ended questions to provide written feedback. Descriptive statistics for quantitative data and content analysis for open-ended responses were used.ResultsThe mean of overall scores for all lessons was 4.4 ± 0.5 from the EI providers and 4.1 ± 0.2 from the parent participants, on a 5-point scale, indicating that both providers and parents perceived the intervention materials as feasible and acceptable. The mean of each of seven aspects of the lessons ranged from 3.9 (the amount of allocated time) to 4.5 (relevance to improving nutrition in children with ASD) on a 5-point scale. Common themes for the qualitative analysis included reducing technical terms, condensing instructions, reordering the lesson sequence, improve clarity, more visuals, more elaboration/explanation on certain parts, and positive feedback. One of the parent participants commented, “Introducing anything new to a child with autism could be really hard. This handbook has really helped in way I didn't think of working with my son with ASD.”ConclusionsBased on the findings, Autism Eats intervention materials have been revised. The final intervention includes10-weekly nutrition sessions, two-monthly booster sessions, and social media components. These updates will be utilized for the pilot randomized controlled trial in 2022–2023.Funding SourcesThe Eunice Kennedy Shriver National Institute of Child Health and Human Development (NICHD).

A school-based educational on-site vaccination intervention for adolescents in an urban area in Germany: feasibility and psychometric properties of instruments in a pilot study

BackgroundVaccination rates for measles, mumps, and rubella (MMR) and diphtheria, tetanus, pertussis, and polio (Tdap-IPV) are not optimal among German adolescents. Education in combination with easy access to vaccination may be a promising approach to improve vaccination rates. The present paper describes a pilot study of a planned cluster randomized controlled trial (cRCT) in which we aim to improve MMR and Tdap-IPV vaccination rates together with knowledge and self-efficacy in a school setting.MethodsThe study covered 863 students from 41 classes of four schools. The optimization and feasibility of access to schools, recruitment strategies, intervention, and assessment procedures were examined. The course and content of the educational unit were evaluated with a mixed-methods approach. A pre-post measurement design was tested for the vaccination rate in all schools. Additionally, at two schools, improvement in vaccination-related knowledge and perceived self-efficacy were measured by questionnaire pre-educational unit (n=287) and post-educational unit (n=293). The remaining two schools provided only postintervention data. Finally, we evaluated the psychometric properties (i.e., reliability, retest reliability, and change rates) of the questionnaire, applying Cronbach’s alpha, factor analyses, generalized estimating equations and linear mixed models.ResultsThe findings of the pilot study indicated good feasibility. Of the total sample, 437 students (50.9%) brought their vaccination cards to school, 68 students received Tdap-IPV vaccinations, and 11 received MMR vaccinations. Out of six knowledge questions, on average, the students had M=2.84 (95% CI [2.69, 3.10]) correct answers before and M=4.45 (95% CI [4.26, 4.64]) after the class. Ranging from 1 to 4, the self-efficacy scale changed by 0.3 points (p <.001); Cronbach’s alpha was 0.67 and 0.76 pre- and post-educational unit, respectively, and a one-factor solution was found. Content analysis of the five semistructured group interviews (n=12, 58.3% female) showed that all students found the length of the intervention to be appropriate. The teaching methods, including interactive and social media components, were perceived as very good.ConclusionsA school-based educational and on-site vaccination intervention appears to be feasible in terms of procedures and the adequacy of the instruments for the adolescent target group.Trial registrationISRCTN, ISRCTN18026662. Pilot study for main trial registered 8 December 2017.