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通过Facebook Engagement促进献血:随机对照实地试验

Steven Ramondt^1,2, Peter Kerkhof², Eva-Maria Merz^1,3

¹Department of Donor Medicine Research, Sanquin Research Amsterdam, Amsterdam, The Netherlands.

Journal of medical Internet research

|May 12, 2025

概括

定期参与血液银行的Facebook页面,在一年内,血液捐献量增加了12%,总捐献量增加了17%. 虽然态度的变化有限,但社交媒体有效地推动了献血工作的显著行为结果.

科学领域:

公共卫生公共卫生
行为科学行为科学
卫生沟通健康沟通

背景情况:

社交媒体对于公共卫生和组织外展至关重要.
血液银行利用社交媒体来招募捐赠者,保留捐赠者,并促进捐赠行为.
定期更新社交媒体是血液银行的一个关键的沟通策略.

研究的目的:

为了调查血液银行的Facebook页面对献血态度和行为的影响.
解决关于日常社交媒体更新在健康领域的说服力影响的有限证据.
检查社交媒体参与的长期态度和行为结果.

主要方法:

一个随机控制的实地试验,涉及1891名新注册的献血者.
参与者被分配到要么关注血液银行的Facebook页面 (实验组),要么不关注 (对照组).
混合设计,包括前后测量和观察臂,评估2个月和12个月的结果.

主要成果:

两组之间没有观察到显著的态度变化.
实验组的第一次捐赠的可能性比实验组高32%.
实验组在一年后显示全血捐献量增加了12%,总捐献量增加了17%.

结论:

定期的Facebook参与积极影响献血行为.
尽管对态度的影响有限,但社交媒体的努力可以推动显著的行为结果.
为组织提供可行的建议,以通过社交媒体鼓励亲社会行为.

关键词:

脸书脸书脸书脸书脸书的干预是因为Facebook的干预.行为行为行为行为.血液银行提供血液.献血献血是献血的方式.献血的态度和行为献血的态度和行为推广促进促进推广公共卫生公共卫生.随机对照试验是随机对照试验.社交媒体社交媒体

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