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Abstract

This article reports on a study that examined the relationships between Israeli pro- and anti-vaccination advocates during the 2018–2019 measles outbreak from a social marketing perspective. The analysis is based on interviews with leaders from both pro- and anti-vaccination groups, observation at an international conference, and a netnographic analysis of social media discourse. The findings indicate a lack of communication between social marketers who promote vaccination and anti-vaccination groups, with both sides largely avoiding engagement or listening to each other’s perspectives, whether online or offline. This absence of interaction contributed to polarization and misunderstanding, highlighting the challenges for social marketing when involved parties strategically choose not to listen or communicate in highly polarized contexts.

Keywords

Vaccine hesitancy vaccine resistance pro and anti -vaccination social marketing dialogue

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The relationships between Israeli pro- and anti-vaccination advocates during pre-COVID measles crisis: A case for dialogue

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