Trust in public health campaigns: A comparative analysis of India’s polio and COVID-19 vaccination drives
Teeli A.A. Hussain S.
2026Routledge
Health Marketing Quarterly
2026
Trust is a critical determinant of vaccine acceptance, particularly in large-scale public health campaigns. This study examines how four dimensions of trust—safety, transparency, competence, and accessibility—were perceived differently in India’s polio eradication and COVID-19 vaccination efforts. Using a cross-sectional survey of urban and rural respondents aged 35–50 in North India, the study explores how trust varies by educational attainment and geographical setting. Findings reveal that the polio campaign benefited from sustained interpersonal engagement, while the digitally driven COVID-19 campaign faced challenges in trust-building, particularly among highly educated and rural populations. Trust was significantly associated with vaccine uptake, highlighting its role as a behavioral catalyst. The study identifies key gaps in health marketing strategies and underscores the need for differentiated communication tailored to demographic contexts. Recommendations include adopting longitudinal and experimental designs to better understand trust dynamics and leveraging digital and interpersonal outreach to strengthen public health engagement.
COVID-19 vaccination , misinformation , polio campaign , public health communication , vaccine hesitancy , vaccine trust
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School of Business and Law, De Montfort University, Almaty, Kazakhstan
School of Business, University of Petroleum and Energy Studies, Dehradun, India
School of Business and Law
School of Business
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