# When Celebrities Speak: A Nationwide Twitter Experiment Promoting Vaccination in Indonesia

## TL;DR

This study uses a nationwide Twitter experiment in Indonesia to assess whether celebrity endorsements influence public vaccination beliefs, finding that celebrity-originated messages increase engagement and may positively affect beliefs.

## Contribution

It provides experimental evidence that celebrity endorsements on social media significantly boost message engagement and can influence vaccination beliefs.

## Key findings

- Celebrity-originated tweets are more liked and retweeted.
- Explicit source citations reduce message diffusion.
- Exposure to celebrity campaigns may alter vaccination beliefs.

## Abstract

Celebrity endorsements are often sought to influence public opinion. We ask whether celebrity endorsement per se has an effect beyond the fact that their statements are seen by many, and whether on net their statements actually lead people to change their beliefs. To do so, we conducted a nationwide Twitter experiment in Indonesia with 46 high-profile celebrities and organizations, with a total of 7.8 million followers, who agreed to let us randomly tweet or retweet content promoting immunization from their accounts. Our design exploits the structure of what information is passed on along a retweet chain on Twitter to parse reach versus endorsement effects. Endorsements matter: tweets that users can identify as being originated by a celebrity are far more likely to be liked or retweeted by users than similar tweets seen by the same users but without the celebrities' imprimatur. By contrast, explicitly citing sources in the tweets actually reduces diffusion. By randomizing which celebrities tweeted when, we find suggestive evidence that overall exposure to the campaign may influence beliefs about vaccination and knowledge of immunization-seeking behavior by one's network. Taken together, the findings suggest an important role for celebrity endorsement.