CompletedNot Applicable

Optimizing Weblinks Used in Digital Vaccination Invitations to Raise Trust and Booking Intention: Online Experiment 2

United Kingdom1,203 participantsStarted 2022-01-13

Plain-language summary

This study investigates how the design of web links in digital vaccination invitation emails affects recipient trust and their willingness to book an appointment. Researchers compare three different weblink formats: a control third-party link previously used by the NHS ("accurx"), and two experimental weblinks in which the original link is hidden: a shortened "bit.ly" link, and a text-embedded hyperlink. The study primarily tests whether the two experimental weblinks will be perceived as more trustworthy and increase booking intention compared to the control weblink. Furthermore, the study examines whether the experimental weblinks is perceived to be more fluent (easier to read) and improves participants' ability to correctly identify the organisation (e.g., the NHS or a US pharmacy) that sent the hypothetical email. To test these effects, investigators will gather data from 600 participants from the United Kingdom and 600 from the United States. They will be randomly assigned to view one of the three hypothetical email versions. UK participants will see emails appearing to be from the NHS, while US participants will see emails from a fictitious pharmacy (Pharma-US). This research aims to provide evidence on how to design more effective and trustworthy digital health communications.

Who can participate

Age range

18 Years

Sex

ALL

See this in plain English?

AI-rewrites the medical criteria so a patient or caregiver can understand them. Always confirm with the trial site.

Inclusion Criteria: * Residency: Must be a resident of either the United Kingdom or the United States Exclusion Criteria: * Attention Failure: Participants who failed the designated attention check included within the survey will be excluded from the analysis. * Speeding: Participants who completed the study "too fast"- indicating a lack of meaningful engagement with the experimental stimuli - were filtered out

Questions worth asking your doctor

Bring these to your next appointment. They're a starting point for a shared conversation — not a sign you qualify or a recommendation to enrol.

1Based on my diagnosis and history, is this trial worth exploring for me — or is there a standard treatment we should try first?
2What does this trial's phase tell us about how much is already known about its safety and benefit?
3What would taking part actually involve for me — visits, tests, time, and travel?
4What are the known and possible risks or side effects I should weigh, and how would they be monitored?
5If this trial isn't the right fit, what other options or trials would you suggest I look into?

Generated to help you prepare — always confirm anything about your own eligibility and care with the study team and your doctor.

Questions for the trial coordinator

The trial coordinator is the person who runs the study day to day. These cover the practical side — logistics, costs, and what taking part would actually mean for your life. The study team confirms whether you meet the criteria; these are questions to ask, not a sign you qualify.

1What does taking part actually involve week to week — how many visits, where, and how long does each one take?
2What costs are covered by the study, and what might I have to pay for myself, including travel, parking, or time off work?
3What happens during screening, and what happens if the study team confirms I don't meet the criteria after those tests?
4Who pays for the scans, blood work, and other tests the trial requires — the study, my insurance, or me?
5How will being in the trial affect my regular care, and will my own doctor stay informed and involved?
6Can I leave the trial at any point if I change my mind, and what would happen to my care if I do?

A starting point for the conversation — always confirm anything about your own eligibility, costs, and care with the study team and your doctor.

What they're measuring

Perceived Trustworthiness

Timeframe: Immediately after the intervention

Booking Intention

Timeframe: Immediately after the intervention

Trial details

NCT IDNCT07532967

SponsorUniversity of Essex

Sponsor typeOTHER

Study typeINTERVENTIONAL

Primary completion2022-01-23

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