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Attracting potential blood donors: The role of personality and social marketing

1 January 1970
Academic / Journal Article
Publisher : Journal of Philanthropy and Marketing

18980

This study evaluates key personality factors influencing blood donation behavior to enhance understanding of this global issue. Using ANOVA to analyze data, it concludes that potential donors differ significantly from non-donors in Openness to Experience and Agreeableness. These results suggest that potential donors perceive blood donation and its barriers differently. Based on these findings, the research proposes perspectives for future research, aiming to inform more effective social marketing strategies for attracting and retaining blood donors, ultimately contributing to better blood supply management.

Author(s) :

RG Rodrigues, VS Carlos

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Key topics

Health and Wellbeing

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Marketing, Communications, and Brand Strategy Strategic Fundraising, Donor Engagement and Resource Mobilisation

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