Barriers to blood donation on social media: An analysis of Facebook and Twitter posts

Steven Ramondt*, Melissa Zijlstra, Peter Kerkhof, Eva-Maria Merz

*Corresponding author for this work

Research output: Contribution to JournalArticleAcademicpeer-review

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Abstract

Background: To better understand donor behavior and ensure a safe and sufficient blood supply, various observational studies have examined barriers to blood donation. This study used Facebook and Twitter data to enhance existing research on donation barriers and associated emotions communicated on social media by both donors and non-donors. Study design and methods: We conducted a semantic network analysis (SNA) with 168 232 public Dutch language social media messages from Facebook and Twitter during 2012-2018. SNA uses concepts as nodes in a network and the relationship (ie, co-occurrence) as links between them. We identified the relationship between donation barriers, non-donation (voluntary and involuntary), and dissatisfaction (anger and disappointment) within social media messages. This computational method was combined with an analysis examining significant relationships in-depth. Results: Twelve donation barriers were identified: lifestyle, donation location, medical reasons, no invitation, opening times, physical reactions, pregnancy, remuneration, sexual risk behavior, time constraints, travels, and waiting times. More messages related to involuntary non-donation compared to voluntary non-donation. Involuntary non-donation was associated most strongly with medical reasons and sexual risk behavior, while voluntary non-donation was associated most strongly with resentment regarding remuneration of the blood bankʼs top management. Anger associated most strongly with sexual risk behavior and disappointment most strongly with medical reasons. Conclusion: Discussions around blood donation are increasingly taking place online. Donation barriers found in this study differ from those in survey research. Insights into how donation barriers are communicated in an ever-growing online environment can be utilized to enhance recruitment and retention strategies.

Original languageEnglish
Pages (from-to)2294-2306
Number of pages13
JournalTransfusion
Volume60
Issue number10
Early online date8 Aug 2020
DOIs
Publication statusPublished - Oct 2020

Funding

H2020 European Research Council, Grant/Award Number: Grant Agreement 802227; Sanquin Blood Supply, Grant/Award Number: PPOC 18/13 Funding information This work was funded by Sanquin Blood Supply (PPOC 18/13). EMM?s contribution has received funding from the European Research Council (ERC) under the European Union?s Horizon 2020 research and innovation program (Grant Agreement 802227). This work was funded by Sanquin Blood Supply (PPOC 18/13). EMMʼs contribution has received funding from the European Research Council (ERC) under the European Unionʼs Horizon 2020 research and innovation program (Grant Agreement 802227).

FundersFunder number
European Union?s Horizon 2020 research and innovation program
European Unionʼs Horizon 2020 research and innovation program
Sanquin Blood SupplyPPOC 18/13
Horizon 2020 Framework Programme
H2020 European Research Council802227
European Research Council

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