Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Message framing and COVID-19 vaccine acceptance among millennials in South India Description An account of the resource Vaccine hesitancy and refusal remain a major concern for healthcare professionals and policymakers. Hence, it is necessary to ascertain the underlying factors that promote or hinder the uptake of vaccines. Authorities and policy makers are experimenting with vaccine promotion messages to communities using loss and gain-framed messages. However, the effectiveness of message framing in influencing the intention to be vaccinated is unclear. Based on the Theory of Planned Behaviour (TPB), this study analysed the impact of individual attitude towards COVID-19 vaccination, direct and indirect social norms, perceived behavioural control and perceived threat towards South Indian millennials intention to get vaccinated. The study also assessed the effect of framing vaccine communication messages with gain and loss framing. Data was collected from 228 Millennials from South India during the COVID-19 pandemic from September to October 2021 and analysed using PLS path modelling and Necessary Condition Analysis (NCA). The findings reveal that attitudes towards vaccination, perceived threat and indirect social norms positively impact millennials intention to take up vaccines in both message frames. Further, independent sample t-test between the framing groups indicate that negative (loss framed message) leads to higher vaccination intention compared to positive (gain framed message). A loss-framed message is thus recommended for message framing to promote vaccine uptake among millennials. These findings provide useful information in understanding the impact of message framing on behavioural intentions, especially in the context of vaccine uptake intentions of Millennials in South India. Copyright: 2022 Prakash et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. Creator An entity primarily responsible for making the resource Prakash A.; Nathan R.J.; Kini S.; Victor V. Source A related resource from which the described resource is derived PLoS ONE, Vol-17, No. 45845 Publisher An entity responsible for making the resource available Public Library of Science Date A point or period of time associated with an event in the lifecycle of the resource 2022-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1371/journal.pone.0269487" target="_blank" rel="noreferrer noopener">https://doi.org/10.1371/journal.pone.0269487</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85133726754&amp;doi=10.1371%2Fjournal.pone.0269487&amp;partnerID=40&amp;md5=51db3779837f6278c5eeb269844934a3" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85133726754&amp;doi=10.1371%2fjournal.pone.0269487&amp;partnerID=40&amp;md5=51db3779837f6278c5eeb269844934a3</a> Rights Information about rights held in and over the resource All Open Access; Gold Open Access; Green Open Access Relation A related resource ISSN: 19326203; PubMed ID: 35802760; CODEN: POLNC Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Prakash A., Department of Psychological and Behavioural Science, London School of Economics and Political Science Queens House, London, United Kingdom; Nathan R.J., Faculty of Business, Multimedia University, Melaka, Malaysia; Kini S., CHRIST (Deemed to be University), Bangalore, India; Victor V., CHRIST (Deemed to be University), Bangalore, India, College of Business and Economics, University of Johannesburg, Johannesburg, South Africa