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How to effectively communicate health information on social media depending on the audience's personality traits: An experimental study in the context of organ donation in Germany

Author

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  • Olsacher, Alexandra
  • Bade, Celina
  • Ehlers, Jan
  • Fehring, Leonard

Abstract

The shortage of organs donated for transplantation is a global concern. Even though increasing awareness can boost organ donation registration rates (thus leading to a higher number of available organ transplants), public organ donation campaigns lack effectiveness and are rarely tailored to audiences. To further enhance the effectiveness of digital health (i.e., organ donation) communication, we assessed the perception of social media organ donation campaign strategies (i.e., transformational, informational, neutral) as a function of personality traits (i.e., Big Five).

Suggested Citation

  • Olsacher, Alexandra & Bade, Celina & Ehlers, Jan & Fehring, Leonard, 2023. "How to effectively communicate health information on social media depending on the audience's personality traits: An experimental study in the context of organ donation in Germany," Social Science & Medicine, Elsevier, vol. 335(C).
    • Handle: RePEc:eee:socmed:v:335:y:2023:i:c:s027795362300583x
    DOI: 10.1016/j.socscimed.2023.116226
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    References listed on IDEAS

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    1. Rishika Rishika & Ashish Kumar & Ramkumar Janakiraman & Ram Bezawada, 2013. "The Effect of Customers' Social Media Participation on Customer Visit Frequency and Profitability: An Empirical Investigation," Information Systems Research, INFORMS, vol. 24(1), pages 108-127, March.
    2. Sharifi, Mehdi & Khazaei Pool, Javad & Jalilvand, Mohammad Reza & Tabaeeian, Reihaneh Alsadat & Ghanbarpour Jooybari, Mohsen, 2019. "Forecasting of advertising effectiveness for renewable energy technologies: A neural network analysis," Technological Forecasting and Social Change, Elsevier, vol. 143(C), pages 154-161.
    3. Abadie, Alberto & Gay, Sebastien, 2006. "The impact of presumed consent legislation on cadaveric organ donation: A cross-country study," Journal of Health Economics, Elsevier, vol. 25(4), pages 599-620, July.
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    Cited by:

    1. Liu, Piper Liping & Li, Qingrui & Zhao, Xinshu, 2025. "Organ donation information scanning, seeking, and discussing: Impacts on knowledge, attitudes, and donation intentions," Social Science & Medicine, Elsevier, vol. 365(C).

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