Social marketing and vaccine adoption: a Gen Z perspective from Saudi Arabia
Mesheal Abdulmohsen Alabdulrahman, Saju Jose, Poornima MishraPurpose
This study aims to examine the factors influencing vaccine hesitancy among Generation Z in Saudi Arabia and explores the role of social marketing campaigns.
Design/methodology/approach
Using a quantitative research design, data were collected from Generation Z residents in Riyadh and Jeddah through structured questionnaires. The Health Belief Model served as the analytical framework, and a Bayesian structural equation model was employed to examine factors influencing vaccine hesitancy.
Findings
The results reveal a complex relationship between health beliefs, external influences and vaccine adoption. Perceived susceptibility and perceived severity positively influenced vaccine adoption, whereas perceived barriers had a negative effect. No significant direct effects were found for cues to action and perceived effectiveness. Trust significantly moderated the relationship between cues to action and vaccine adoption, strengthening positive effects at higher trust levels. Similarly, expert recommendations enhanced the positive relationship between perceived effectiveness and vaccine adoption.
Research limitations/implications
Findings may not generalize beyond urban populations, and younger Generation Z participants were underrepresented. Self-reported data may also introduce response bias.
Practical implications
Public health campaigns should emphasize personal and social risks through relatable narratives, testimonials and clear data visualization.
Originality/value
Despite extensive research on vaccine adoption, limited studies examine Generation Z’s vaccination attitudes in Saudi Arabia. This study addresses this gap by focusing on a cohort shaped by unique digital media consumption and social information-sharing behaviors.