Promoting blood donation through social media: Evidence from Brazil, India and the USA

Harrell, Stephen; Simons, Andrew M.; Clasen, Peter C.

doi:10.1016/j.socscimed.2022.115485

Cited by 11 publications

(9 citation statements)

References 43 publications

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“…With regular updates and promotions, there is a need to increase the engagement of social media users on blood donation campaigns on social media platforms, especially the ones that are most influential. For instance, a recent study [32] using Facebook's blood donation tool observed a 4% increase in donations, a 19% increase in first-time donors in the United States, and an increase of 0-14% in blood donations in the first year of deploying Facebook in India and Brazil.…”

Section: Discussionmentioning

confidence: 99%

The Impact of Social Media Applications on Donor Engagement and Retention in the Saudi Arabian Blood Donation System

Alanzi,

Alsleman

et al. 2023

Cureus

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Study purpose: The objective of this study is to evaluate the influence of social media applications on donor engagement and retention within the blood donation system in Saudi Arabia.Methods: A cross-sectional survey design was adopted in this study. The population aged above 18 years and living in Saudi Arabia was included in the study. Using convenience and snowball sampling techniques, an online questionnaire was distributed using social media channels such as WhatsApp, Facebook, and Instagram. A total of 463 participants were included in the study.Results: The majority of the study participants (78.1%) engage on social media applications multiple times a day for charity causes such as blood donation by responding to requests, while 51.8% of them engage on social media applications for the same reason a few times a month. Focusing on donor engagement, 46.8% and 27.3% of the total participants were likely to engage in the blood donation process; 60% were likely to continue to use social media applications for blood donation. The ANOVA findings showed a significant difference (p<0.05) between participant groups characterized by age and educational level on their engagement on social media applications for the blood donation process. Younger participants and participants with bachelor's degrees and above were more likely to engage in social media applications for the blood donation process compared to minimum educated and older participants (p<0.05). Conclusion:Charity or blood donation organizations must adopt strategies to actively engage the donors on the platforms, as social media can effectively contribute to donor engagement and retention.

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Section: Discussionmentioning

confidence: 99%

The Impact of Social Media Applications on Donor Engagement and Retention in the Saudi Arabian Blood Donation System

Alanzi,

Alsleman

et al. 2023

Cureus

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“…And our study is similar to the studies of Aravindakshan et al . (2015) and Harrell et al . (2022) to study the relationship between articles, advertisements or tweets and the total volume of blood collected by the blood centers in that day, with the difference that we verified the effect of publishing articles on the second as well as on the third day, in that the results of such a study can be a better help to the blood centers in making decisions about the articles, advertisements or tweets to be posted, to regulating the total volume of blood donated on that day.…”

Section: Literature Reviewmentioning

confidence: 97%

“…Ramondt et al (2020) conducted a semantic network analysis of social media messages on Facebook and Twitter to identify deterrents to blood donation behavior. Harrell et al (2022) studied the impact of Facebook's blood donation service tool on blood donation and found that the tool increased the daily blood donation volume of each institution by 4%. Social media messages are casual (they include subjective emotions), fragmented (the content has a word limit) and grassroots (any user can have a voice) (Aichner et al, 2021).…”

Section: Impact Of Social Media On Blood Donation Behaviormentioning

confidence: 99%

“…(2020) conducted a semantic network analysis of social media messages on Facebook and Twitter to identify deterrents to blood donation behavior. Harrell et al . (2022) studied the impact of Facebook's blood donation service tool on blood donation and found that the tool increased the daily blood donation volume of each institution by 4%.…”

Section: Literature Reviewmentioning

confidence: 99%

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A big data analytics method for the influence of WeChat public platform articles on blood donation behavior

Guo,

Chen,

Liang

2023

IMDS

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PurposeThe purpose of this paper is to explore the impact and mechanism of WeChat public platforms articles (abbreviated as WPP) on blood donation behavior using data of WPPA and donation behavior data.Design/methodology/approachThis paper uses multiple linear regression methods, web crawlers and natural language processing technology. It first quantifies the impact of WPP published articles on donation behavior. On this basis, it then selects data from the day of article publication to further study the impact of article dissemination on donation behavior from the perspective of reading quantity, and analyzes the influencing factors of article reading quantity.FindingsThe results show that on the same day that an article is published, there is an increase of 13.8 and 14.3% in blood donation volume and fan registrations, respectively. The mediating effect exists. However, the day after an article is published, there is no longer any effect on blood donations. With a 1% increase in reading quantity, blood donation volume on the day of article publication increases by 0.13%, and this positive impact is promoted by the quality of the articles. A conc ise articles title and body and rich images help drive reading quantity. Moreover, blood donors prefer to read articles about blood dynamics and donation promotion, while articles about news, announcements and administrative affairs make them less inclined to read.Originality/valueFirst, it focuses on WPPA, quantifies the impact of articles on blood donation behavior and analyzes the mechanism. Second, the authors study the impact and timeliness of social media article dissemination to address the insufficiency of existing research. Third, the study provides a scientific basis for the editing and publishing of articles, helping blood banks improve the effectiveness of publicity and recruitment.

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“…In a crowded market, nonprofit organizations (NPOs) are competing for finite resources—such as money, blood, or time—made more challenging by the decline in “giving behavior” witnessed worldwide in response to the global pandemic (Wiepking et al, 2021). In an effort to optimize limited resources, social media has arguably become an important low-cost, interactive communication tool for NPOs to reach large audiences with advocacy efforts, recruit donors, and build rapport with supporters (Guo & Saxton, 2014; Harrell et al, 2022; Seo & Vu, 2020). Advocacy is one tool for generating public support.…”

Section: Introductionmentioning

confidence: 99%

Understanding Contextual Determinants of Likely Online Advocacy by Millennial Donors

Chell

Mortimer

Dang

et al. 2023

Nonprofit and Voluntary Sector Quarterly

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Increasing online advocacy by donors has important implications for nonprofit organizations (NPOs). Through a lens of self-disclosure theory, this current research combines data across three quantitative cross-sectional surveys of millennial Australian donors who donate blood, time, and/or money to better understand how NPOs can encourage existing donors to engage in greater online advocacy. Findings demonstrate (a) the importance of social norms and psychological involvement in online advocacy decisions, (b) that “firm-generated” marketing effectiveness can vary by the content provided by NPOs, and (c) that not all donation types are equal when encouraging donors to be advocates. The work contributes by broadening the scope of existing models of online brand advocacy to a donation context by examining “firm-generated user-shared” content and millennials’ social media use for prosocial behaviors.

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Promoting blood donation through social media: Evidence from Brazil, India and the USA

Cited by 11 publications

References 43 publications

The Impact of Social Media Applications on Donor Engagement and Retention in the Saudi Arabian Blood Donation System

The Impact of Social Media Applications on Donor Engagement and Retention in the Saudi Arabian Blood Donation System

A big data analytics method for the influence of WeChat public platform articles on blood donation behavior

Understanding Contextual Determinants of Likely Online Advocacy by Millennial Donors

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