Consumer Behavior Theory and Public Administration: a study on the COVID-19 vaccine, religion, and social media

In a sociocultural context of intense use of social media and the influence of social factors such as religion on individual decisions, the objective of this research was to understand how Facebook posts influenced the behavior of evangelicals regarding the COVID-19 vaccine. This is a qualitative, descriptive and exploratory research, carried out from the analysis of six posts of the group "United Evangelicals" and their respective comments. The data were collected through the Google Comments Exporter for Facebook extension and analyzed through content analysis, operated through the Iramuteq software. As a result, it was observed that there was no hegemonic perception, but a division of opinions of evangelicals about vaccination. This study contributed by providing insights for society and government regarding the consumption of public policies.