IDEAS home Printed from https://ideas.repec.org/a/eee/teinso/v85y2026ics0160791x26000217.html

To AI or not to AI? The impact of generative AI image on blood donation intentions

Author

Listed:
  • Kam, Wooi Seong
  • Magrizos, Solon
  • Christofi, Michael

Abstract

There is a dearth of knowledge on the use of generative Artificial Intelligence (AI) for social marketing, in particular blood donor recruitment and retention. This study aims to investigate the impact of AI-generated image on blood donation intention employing a 2 (AI-generated vs. non-AI-generated images) x 2 (Human vs AI disclaimer) factorial experiment. AI-generated and non-AI-generated images are comparably effective, suggesting the acceptability of AI-generated image for blood donation marketing and the possible role of homophily in driving blood donation intention. AI disclaimer produces negative bias and has negative interaction effect on both image types, suggesting the ability of AI disclaimer in activating respondents’ persuasion knowledge and posing a threat to their anthropocentric beliefs. This novel research contributes to the modelling of constructs for blood donation intention using an integrated approach resulting in an empirical conceptual framework which lays the foundation for future social marketing research.

Suggested Citation

  • Kam, Wooi Seong & Magrizos, Solon & Christofi, Michael, 2026. "To AI or not to AI? The impact of generative AI image on blood donation intentions," Technology in Society, Elsevier, vol. 85(C).
    • Handle: RePEc:eee:teinso:v:85:y:2026:i:c:s0160791x26000217
    DOI: 10.1016/j.techsoc.2026.103232
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0160791X26000217
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.techsoc.2026.103232?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:teinso:v:85:y:2026:i:c:s0160791x26000217. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/technology-in-society .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.