Malaysian Perception on the Utilisation of TikTok to Spread Awareness on the Government’s COVID-19 Vaccination Campaign

Izzatur Nadhirah Abdul Aziz; Shifa Faizal; Sara Chinnasamy; Haslina Mohamed Hassan

doi:10.21834/e-bpj.v10iSI34.7460

Authors

Izzatur Nadhirah Abdul Aziz Faculty of Communication and Media Studies, Universiti Teknologi MARA, Selangor, Malaysia
Shifa Faizal Faculty of Communication and Media Studies, Universiti Teknologi MARA, Selangor, Malaysia
Sara Chinnasamy Faculty of Communication and Media Studies, Universiti Teknologi MARA, Selangor, Malaysia
Haslina Mohamed Hassan Faculty of Communication and Media Studies, Universiti Teknologi MARA, Selangor, Malaysia

DOI:

https://doi.org/10.21834/e-bpj.v10iSI34.7460

Keywords:

TikTok, Public Service Announcements, COVID-19 Vaccination, Health Communication, Malaysia

Abstract

This study explores the perceptions, experiences, and engagement of Malaysian TikTok users with the government's COVID-19 vaccination campaign. Applying phenomenological qualitative approach, six participants were interviewed. This study indicates that the government’s PSA on vaccination was successful to create awareness and reassurance, while engagement remained passive. The findings highlight the effectiveness of the campaign depends on the right selection of media, creative content, and the presence of credibility cues- as these participants were engaged in fact-checking practices. The study underscores the critical role of TikTok and social media in general, as a platform to engage with younger audiences and emphasizes the need for strategic communication for a successful campaign and to counteract misinformation.

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