A Practical Approach to the Measurement of a Campus Influenza Campaign and Predictors of Vaccination Uptake among College Students

Abstract

This case describes the tools and approach developed for use in the evaluation of a health communication campaign at a major university within the context of the H1N1 influenza threat during the academic year 2009-2010. The framework for the survey was comprised of two major components: (1) a newly created scale and constructs for measuring the predictors of students’ decision to take the shot for H1N1; and, (2) indicators for measuring responses to the university’s health campaign. The survey was web-based and gathered responses from 1,074 students. The scale, comprised primarily of factors drawn from the Health Belief Model, was tested for validity using confirmatory factor analysis. Items loaded across eight components, with coefficients for each factor >0.50. Cronbach’s alpha was used to test for internal reliability. All subscales tested with α>0.60 (p<0.05). The campaign components covered marketing communication concepts, such as recall, message comprehension, exposure levels, and perceived quality and utility of specific campaign elements. Each section’s indicators provided data that were useful for a range of purposes, including reporting basic-level statistics and serving in the development of a multivariate model for determining the strongest predictors of preventative health behaviors. The scale and the complete wording of indicators are included; as are the results for variables showing statistical significance in relation to the outcome, “take the shot for H1N1.” The use of the web, scale, theory-based constructs, and communication indicators, satisfied basic reporting needs, as well as in-depth exploration of relationships; they also provided valuable information for targeting audiences, message creation, and health program development.