Hematopoietic stem cell donation in social media: Content analysis of YouTube videos

This study aimed to identify how hematopoietic stem cell (HSC) donation is portrayed in YouTube content and analyze the characteristics of these materials.

A search was conducted on YouTube using the terms "hematopoietic stem cell" and "donation" in the Korean language, yielding 113 videos for analysis. General characteristics (video length and view counts) and video attributes (uploader types, speakers, donation methods, and content purpose) were analyzed. Content analysis was performed to examine the topics covered and experiences portrayed in the videos.

Personal uploaders contributed the largest proportion of videos (39.82%), with laypersons being the predominant speakers (52.21%). In information delivery videos, the necessity of donation and transplantation was the most frequently mentioned theme, while positive emotions after donation were the predominant theme in experience-sharing videos. Both informal and official videos presented diverse content regarding HSC donation.

YouTube serves as an effective platform for disseminating HSC donation information through both informal and official channels, though content could be enhanced by providing more comprehensive coverage of critical aspects such as post-donation care and commitment implications.