Should I get that jab? Exploring influence to encourage vaccination via online social media

This paper explores the suitability of social media networks (SMNs) as a means of influencing the public’s decision-making process regarding vaccinations, specifically a vaccination to protect girls against HPV, a virus associated with cervical cancer. Parents of girls in the target cohort were invited to online discussion forums where they could discuss their opinions on the vaccination. We varied the posts on the forums in different...