From: Exploring the vaccine conversation on TikTok in Italy: beyond classic vaccine stances
Category | Variables | Values |
---|---|---|
Type of user | Gender | male, female, other |
User’s profession | healthcare, media and journalism, other | |
Number of followers | discrete variable | |
Video features | Play count | discrete variable |
Share count | discrete variable | |
Comment count | discrete variable | |
Presence of COVID-19 banner or COVID-19 vaccine banner generated by TikTok and directing to the WHO website | yes/no | |
Q&A style (displaying a comment to which the creator responds to) | yes/no | |
Trend or challenge style (a typical kind of TikTok video with a specific format in terms of music, movements and/or dance, typically inviting people to replicate it) | yes/no | |
Engaging music - lip sync | yes/no | |
Video format | Face to Camera videos, videos or images with on-screen text, videos without text, images without text, infographic | |
Vaccine-related | Type of vaccine | anti-COVID-19, other |
Information Source | non scientific institutions, scientific institutions, mainstream media, social media post, no source reported, source reported but unspecified | |
Topic | safety, efficacy, herd immunity, strategy, conspiracy, freedom of choice, health literacy, other (if more than one topic was included in the video, the researcher indicated the prevalent one) | |
Personal storytelling about vaccine (e.g. “today I received the vaccine”) | yes/no | |
Tone of voice | ironic, questioning, polemical/complaining, worried, supportive/empathic, encouraging, enthusiastic, neutral, other (if the video could be described with more than one tone of voice, the researcher indicated the prevalent one) | |
Stance | promotional, neutral, discouraging, ambiguous, indefinite/ironic |