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From Elvis to Dolly, celebrity endorsements might be the key to countering vaccine hesitancy

By Michelle O'Shea, Senior Lecturer, School of Business, Western Sydney University
Patrick van Esch, Senior Lecturer in Marketing, AUT Business School, Auckland University of Technology
Sarah Duffy, Lecturer, School of Business, Western Sydney University

From Queen Elizabeth to Willie Nelson, celebrities have long used their platforms to promote public health information. Why do people trust celebrities for health advice more than the government?

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