Effects of perceived severity COVID-19 television messages vaccine adoption behavior among youths in Kiambu County, Kenya

Faith Njeri Ngure; Hellen Mberia; Joseph Muchiri

doi:10.51867/ajernet.7.3.32

Authors

Faith Njeri Ngure Mount Kenya University, Kenya https://orcid.org/0009-0007-8022-7422
Hellen Mberia Jomo Kenyatta University of Agriculture and Technology (JKUAT), Kenya https://orcid.org/0000-0003-0167-1327
Joseph Muchiri Jomo Kenyatta University of Agriculture and Technology (JKUAT), Kenya https://orcid.org/0000-0003-0469-4866

DOI:

https://doi.org/10.51867/ajernet.7.3.32

Keywords:

Adoption Behavior, Covid-19, Perceived Severity, Pandemic, Vaccine

Abstract

Covid-19 was a global health crisis that caused widespread deaths between December 2019 and 2022. The World Health Organization declared it a pandemic due to its novelty, rapid spread, and severity. Fortunately, infections could be prevented through vaccination, which was free and widely available. The media, especially television, played a major role in communicating the seriousness of the pandemic. This study was guided by the Extended Parallel Processing Model (EPPM), which explains how individuals respond to fear-based health messages depending on perceived threat and efficacy. The study aimed to analyze the effects of perceived severity of Covid-19 television messages on vaccine adoption behavior among youths in Kiambu County. A mixed-methods approach was used. Qualitative data were drawn from television news coverage on Citizen TV, Kenya Television Network (KTN), and Nation TV, while quantitative data were collected from 346 youth respondents using questionnaires. Findings showed that 98.8% of respondents perceived Covid-19 as severe, while 1.2% did not. The chi-square test results were statistically insignificant (χ² = 0.504, df = 1, p = 0.478), with an adjusted odds ratio [AOR: 0.459, 95% CI], and an insignificant p-value (0.502) from analysis of variance. The study concluded that perceived severity of Covid-19 television messages had no significant effect on vaccine adoption among youths. According to the EPPM, high threat perceptions without matching efficacy cues can trigger defensive reactions such as denial or avoidance. Therefore, effective health communication should combine severity and efficacy to encourage vaccine uptake.

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