Traces of Emotional Fluctuations Around the World Regarding the HPV Vaccine: A Netnographic Sentiment Analysis

Background: Human papillomavirus (HPV) is a leading cause of cervical cancer, and vaccination is a key preventive measure. Despite its proven effectiveness, discussions surrounding the HPV vaccine remain polarized on social media, reflecting varying public sentiments. Aims: The aim of this study is to examine the HPV vaccine discussions on social media platforms netnographically and to analyze sentiment with artificial intelligence. Methods: The study used data collected from various social media platforms such as Twitter, Tik Tok, YouTube, Facebook, and news sites during a one-month period between April 7 and May 7, 2024. The Brand24® tool was used for data collection, and sentiment analysis of the data was conducted netnographically. The analysis included dimensions such as mention volumes, the most influential sites, trending hashtags, and sentiment analysis. Results: The analysis showed that 79% of online discussions on HPV vaccination were neutral, 14% were positive, and 7% had negative sentiment. The most influential sites included YouTube, Facebook, Twitter, TikTok, and the CDC. The most popular hashtags included #hpvvaccine, #hpv, and #cervicalcancer. Increases in the volume of mentions were observed, especially on and after World Immunization Day. Conclusions: The results provide important clues for the development of health communication strategies and vaccination policies. In addition, analyzing the change in online discussions over time contributes to identifying awareness and current trends towards HPV vaccination.