Authors : Salome Mbah

Volume/Issue : Volume 10 - 2025, Issue 1 - January

Google Scholar : https://tinyurl.com/5ykv8234

Scribd : https://tinyurl.com/bdf2a7ms

DOI : https://doi.org/10.5281/zenodo.14759716

Abstract : Political homophily, the tendency of individuals to connect with others who share similar political ideologies, plays a significant role in shaping attitudes and behaviors in digital spaces. This study investigates the influence of political homophily on pro-vaccination attitudes and vaccine hesitancy within the TikTok platform, which has emerged as a dominant medium for public health communication. Employing a quantitative research approach, including a factorial 3x3 experimental design, the study explores the extent to which politically aligned messaging on TikTok affects user engagement with vaccination-related content. Findings reveal that while political homophily enhances the acceptance of pro-vaccination messages among like-minded groups, it simultaneously exacerbates vaccine hesitancy in politically polarized audiences. Contrary to the assumption that political ideology alone determines vaccine attitudes, the study highlights the complex interplay of social, cultural, and emotional factors facilitated by TikTok’s interactive and algorithm-driven ecosystem. The research underscores the platform's potential as a double-edged sword in health communication: a space for both fostering inclusive, positive health messaging and amplifying polarized perspectives. This study contributes to the growing body of knowledge on the intersection of social media, political homophily, and public health behavior. It offers actionable insights for public health practitioners, policymakers, and communication strategists aiming to design effective campaigns to counter vaccine hesitancy. By leveraging TikTok's unique engagement mechanisms and addressing underlying emotional and political biases, stakeholders can better navigate the challenges of vaccine communication in a politically diverse digital landscape. The implications extend beyond TikTok, offering a framework for utilizing social media as a tool for advancing global health initiatives.

Keywords : Political Homophily, Pro-Vaccination Attitudes, Vaccine Hesitancy, TikTok, Public Health Communication.

References :

1. 123RF. (2025). Group of young business people and designers working on project startup concept [Stock photo]. Retrieved from https://www.123rf.com/photo_166222734_group-of-young-business-people-and-designers-working-on-project-startup-concept.html
2. Al-Regaiey, K., Luo, X., & Zainul, M. (2022). Vaccination: A cornerstone of public health. Journal of Global Health Research, 15(3), 45-60.
3. Anderson, P. (2020). Social media and health communication: TikTok’s role in the COVID-19 pandemic. Digital Health Review, 8(2), 120-134.
4. Bond, R. M., & Sweitzer, M. D. (2022). The impact of political homophily on social media discussions. Social Media Studies, 19(4), 320-336.
5. Centola, D. (2013). Social media and the science of social influence: Understanding how online networks shape behavior. Journal of Communication, 63(6), 889-912.
6. Cinelli, M., Quattrociocchi, W., Galeazzi, A., Valensise, C. M., Brugnoli, E., Schmidt, A. L., ... & Scala, A. (2021). The echo chamber effect on social media. Proceedings of the National Academy of Sciences, 118(9), e2023301118.
7. Eguagie, M. O., Idoko, P. I., Ijiga, O. M., Enyejo, L. A., Okafor, F. C., & Onwusi, C. N. (2025). Geochemical and mineralogical characteristics of deep porphyry systems: Implications for exploration using ASTER. International Journal of Scientific Research in Civil Engineering, 9(1), 1–12. https://doi.org/10.32628/IJSRCE25911
8. Field, A. (2018). Discovering statistics using IBM SPSS statistics (5th ed.). Sage Publications.
9. Forood, A. M. K., et al. (2024). Advancements in health information technology and their role in enhancing cancer care: Innovations in early detection, treatment, and data privacy. GSC Advanced Research and Reviews, 21(1), 228-241.
10. Gil de Zúñiga, H., Jung, N., & Valenzuela, S. (2022). Social media as a platform for political discourse. New Media & Society, 24(1), 33-51.
11. Huckfeldt, R. (2007). Political homophily in social networks: Understanding online interactions. American Political Science Review, 101(1), 75-90.
12. Idoko, P. I., Arthur, C., Ijiga, O. M., Osakwe, A., Enyejo, L. A., & Otakwu, A. (2024). Incorporating radioactive decay batteries into the USA's energy grid: Solutions for winter power challenges. International Journal of Scientific Research and Modern Technology (IJSRMT, 3(9), 55–65. https://doi.org/10.38124/ijsrmt.v3i9.55
13. Idoko, P. I., Eniodunmo, O., Danso, M. O., Bashiru, O., Ijiga, O. M., & Manuel, H. N. N. (2024). Evaluating benchmark cheating and the superiority of MAMBA over transformers in Bayesian neural networks: An in-depth analysis of AI performance. World Journal of Advanced Engineering Technology and Sciences, 12(1), 372–389. https://doi.org/10.30574/wjaets.2024.12.1.0254
14. Idoko, P. I., Ezeamii, G. C., Idogho, C., Peter, E., Obot, U. S., & Iguoba, V. A. (2024). Mathematical modeling and simulations using software like MATLAB, COMSOL and Python. Magna Scientia Advanced Research and Reviews, 11(2), 062–095. https://doi.org/10.30574/msarr.2024.11.2.0089
15. Jenča, A., Mills, D. K., Ghasemi, H., Saberian, E., Jenča, A., Karimi Forood, A. M., ... & Ebrahimifar, M. (2024). Herbal Therapies for Cancer Treatment: A Review of Phytotherapeutic Efficacy. Biologics: Targets and Therapy, 229-255.
16. Johnson, J. A., & Lammers, J. (2021). Harnessing social media for health promotion: Lessons from TikTok. Public Health Communication Review, 8(3), 215-230.
17. Khanam, R., Debnath, T., & Singh, P. (2020). Homophily: An exploration of its dimensions and applications. International Journal of Social Sciences and Research, 15(2), 45-60.
18. Kirk, R. E. (2013). Experimental design: Procedures for the behavioral sciences (4th ed.). SAGE Publications.
19. Manuel, H. N. N., Adeoye, T. O., Idoko, P. I., Adejor, F., Ijiga, O. M., & Igbede, M. A. (2024). Optimizing passive solar design in Texas green buildings by integrating sustainable architectural features for maximum energy efficiency. Magna Scientia Advanced Research and Reviews, 11(1), 235–261. https://doi.org/10.30574/msarr.2024.11.1.0089
20. McPherson, M., Smith-Lovin, L., & Cook, J. M. (2001). Birds of a feather: Homophily in social networks. Annual Review of Sociology, 27, 415-444.
21. Montgomery, D. C. (2017). Design and analysis of experiments (9th ed.). John Wiley & Sons.
22. Montag, C., Yang, H., & Elhai, J. D. (2021). TikTok and the psychology of social media engagement. Behavioral Sciences, 11(3), 56-72.
23. Ojamalia, T. I. O., Godwinsa, P., Ochagwubab, E., Idoko, P. I., Akpad, F. A., & Olajidee, F. I. (2024). Comparative analysis of disaster management strategies and their impact on nutrition outcomes in the USA and Nigeria. Business and Economics in Developing Countries (BEDC), 2(2), 34–42.
24. Oyebanji, O. S., Apampa, A. R., Idoko, P. I., Babalola, A., Ijiga, O. M., Afolabi, O., & Michael, C. I. (2024). Enhancing breast cancer detection accuracy through transfer learning: A case study using efficient net. World Journal of Advanced Engineering Technology and Sciences, 13(1), 285–318. https://doi.org/10.30574/wjaets.2024.13.1.0415
25. Smith, N., & Graham, T. (2021). Mapping the anti-vaccine movement on social media. Journal of Public Health, 43(4), e314-e320.
26. Smith, P., & Johnson, R. (2022). The role of influencers in driving public health campaigns on TikTok. Social Media Health Journal, 16(1), 45-60.
27. Stara, (2020, September 28). Measuring social influence among homophilous communities. Retrieved from https://web.mit.edu/stara/www/post/measuring-social-influence-among-homophilous-communities/
28. Troiano, G., & Nardi, A. (2021). Vaccine hesitancy in the era of COVID-19. Frontiers in Public Health, 9, 660593.
29. Ugbane, S. I., Umeaku, C., Idoko, P. I., Enyejo, L. A., Michael, C. I., & Efe, F. (2024). Optimization of quadcopter propeller aerodynamics using blade element and vortex theory. International Journal of Innovative Science and Research Technology, 9(10), 1–12. https://doi.org/10.38124/ijisrt/IJISRT24OCT1820
30. Wang, Y., & He, Y. (2022). TikTok as a medium for public health communication. Journal of Social Media Health, 14(5), 200-215.
31. World Health Organization [WHO]. (2019). Ten threats to global health in 2019. Retrieved from https://www.who.int/news-room/spotlight/ten-threats-to-global-health-in-2019.
32. Yasamineh, S., Mehrabani, F. J., Derafsh, E., Danihiel Cosimi, R., Forood, A. M. K., Soltani, S., ... & Gholizadeh, O. (2024). Potential use of the cholesterol transfer inhibitor U18666a as a potent research tool for the study of cholesterol mechanisms in neurodegenerative disorders. Molecular Neurobiology, 61(6), 3503-3527.