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Einfluss deskriptiver Normen auf die Bereitschaft zur COVID-19-Impfung

Einfluss deskriptiver Normen auf die Bereitschaft zur COVID-19-Impfung

          
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About the Book

Studienarbeit aus dem Jahr 2021 im Fachbereich Medien / Kommunikation - Medien und Politik, Pol. Kommunikation, Note: 1,7, Universität Augsburg (Institut für Medien, Wissen und Kommunikation), Veranstaltung: Fortgeschrittene experimentelle Designs, Sprache: Deutsch, Abstract: Eine Impfquote von 75 bis 90 Prozent ist notwendig, um die Herdenimmunität und damit einen nachhaltigen Schutz der Bevölkerung vor einer COVID-19-Infektion zu erreichen. Die Bereitschaft von Individuen, sich impfen zu lassen, korreliert einer aktuellen Studie zufolge mit den deskriptiven sozialen Normen in der Bezugsgruppe, ein kausaler Zusammenhang wurde allerdings nicht erforscht. Vorhergehende Forschungsarbeiten konnten zeigen, dass deskriptive Normen, die in sozialen Medien übermittelt werden, durchaus das Gesundheitsverhalten von Personen beeinflussen. Auch kann die individuelle Wahrnehmung von Normen den Effekt von deskriptiven Normen auf die Verhaltensintention vermitteln. Diese Arbeit erforscht, inwiefern deskriptive Normen und wahrgenommene Normen in Social Media Beiträgen die Bereitschaft von Individuen beeinflussen, sich gegen COVID-19 impfen zu lassen. Für das Beantworten der Forschungsfrage wurde ein Online-Experiment durchgeführt mit einem 2 x 2 between-subjects Forschungsdesign. Der Stimulus wurde den Teilnehmer_innen innerhalb eines Fragebodens präsentiert, manipuliert wurden der Post (Vermittlung deskriptiver Normen vs. keine Normen) sowie die Kommentarspalte (Vermittlung deskriptiver Normen vs. keine Normen) eines simulierten Instagram-Beitrags. Diese Studie konnte keinen direkten Einfluss von deskriptiven Normen auf die Impfintention nachweisen. Allerdings vermitteln die wahrgenommenen Normen den Effekt von deskriptiven Normen im Post auf die Intention, sich gegen COVID-19 impfen zu lassen. Normbasierte Impfkampagnen in sozialen Medien könnten somit einen positiven Einfluss auf die Impfbereitschaft innerhalb der Bevölkerung haben und damit einen wichtigen Beitrag zur


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Product Details
  • ISBN-13: 9783346813169
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 20
  • Spine Width: 1 mm
  • Width: 148 mm
  • ISBN-10: 3346813169
  • Publisher Date: 07 Feb 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 41 gr


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