COVID-19 Vaccine Hesitancy in India: Building Hesitancy Personas from Large-Scale Survey Data

Using the Global COVID-19 Trends and Impact Survey (CTIS) by the University of Maryland on Facebook, we identified 7 classes of vaccine hesitancy personas of Facebook users in India and assessed the impact of demographic covariates on hesitancy. We then used the main behavioural and attitudinal determinants of each persona to recommend appropriate behavioural interventions to reduce hesitancy.

---