Infodemiology of public sentiment toward the measles vaccine in Canada: A google trends and health belief model–based analysis, 2025

Measles remains a public health threat in Canada despite vaccine availability, making effective risk communication essential to deal with vaccine hesitancy. This study, conducted from July through September 2025, analyzed Google Trends data from January 1 to August 31, 2025, to assess public interest in the measles vaccine in Canada and identify regional and thematic patterns in vaccine-related information seeking. Ninety-two queries were analyzed for relative search volumes (RSV) and classified by sentiment and Extended Health Belief Model (EHBM) constructs. RSV values were normalized and aggregated by province. A national peak in searches occurred on March 19. Alberta showed consistently high engagement across sentiment categories, while Manitoba and Saskatchewan exhibited more negative sentiment, suggesting areas for targeted intervention. EHBM analysis showed most queries related to cues to action, followed by perceived barriers, highlighting the need to address motivational and barrier-related concerns. Findings highlight regional differences, reinforcing importance of tailored communication.