How unsponsored, online user-generated content impacts consumer attitudes and intentions toward vaccinations

Consumers typically lack the expertise to evaluate the legitimacy and accuracy of health information online. Considering that unsponsored, user-generated content is increasingly commonplace online, particularly as it relates to health decisions, understanding how consumers are affected by this unique type of information is important to practitioners of both health and digital marketing. While unsponsored online content is ubiquitous across a...