A mixed methods investigation of how young adults in Virginia received, evaluated, and responded to COVID-19 public health messaging

Authors

Natalie Cook, Virginia Polytechnic Institute and State UniversityFollow
Sophie G. Wenzel, Virginia TechFollow
Rachel Silverman, Virginia TechFollow
Danielle Short, Virginia TechFollow
Kristina Jiles, Virginia TechFollow
Teace Markwalter, Virginia TechFollow
Mary Ann Friesen, Inova Health SystemsFollow

Abstract

The purpose of this study was to investigate how young adults in Virginia received, evaluated, and responded to messages related to the coronavirus/COVID-19, a major disruptor of our time, and to understand how and when these messages influenced behavior. This was a sequential explanatory mixed methods study, including an online survey (quantitative) and virtual focus groups (qualitative). We surveyed a convenience sample of 3,694 Virginia residents by distributing a link to complete the survey online. Only data from18-24 year old adults (n=207) were included in the analysis for this study. Focus group participants were recruited from the survey participants as well as from a college-level introductory health class. Most (83%) young adult respondents reported national science and health organizations as a trusted source for COVID-19 information and over 50% of respondents reported getting information from state/local health departments (72%), healthcare professionals (71%), and online news sources (51%). Focus group participants emphasized social media as an additional major source of COVID-19 information. Focus group data revealed that young adults struggled with deciphering contradictory messaging, had a mix of logical and emotional reasons for deciding whether to adhere to guidelines, had a desire for consistent, fact-based public health messaging at the national level. The findings from this study underscore the importance of consistent, positive public health messaging in a public health crisis.

Recommended Citation

Cook, Natalie; Wenzel, Sophie G.; Silverman, Rachel; Short, Danielle; Jiles, Kristina; Markwalter, Teace; and Friesen, Mary Ann (2022) "A mixed methods investigation of how young adults in Virginia received, evaluated, and responded to COVID-19 public health messaging," Virginia Journal of Public Health: Vol. 7: Iss. 1, Article 6.
Available at: https://commons.lib.jmu.edu/vjph/vol7/iss1/6