Beyond the Facts: Who Changes Minds—Professors or Influencers?

Vaccination rates are declining globally, threatening public health and herd immunity. Effective communication is critical to counter misinformation and increase vaccine uptake, but little is known about whether messenger identity or communication format most influences beliefs and intentions. This study examines how people respond to trusted scientific sources versus popular non-expert voices, and whether immersive or conventional communication channels affect persuasion and information diffusion. By integrating insights from behavioral economics, communication, and social networks, the project aims to identify evidence-based strategies for improving public health messaging and understanding how messages spread through social connections. Findings will have implications for policymakers, public health agencies, and institutions seeking to enhance engagement with credible science.