Eliciting Emotions Through e-WOM: A Lever for Enhancing Blood Donation?!
Katharina Kaltenbrunner et al.
Abstract
A significant obstacle confronting blood donation agencies andthe healthcare sector in general is the continuing decline in blooddonation. One promising approach to influencing the prosocialbehavior of blood donors seems to be electronic word of mouth(e-WOM), for instance, in the form of Instagram posts. The impactof e-WOM on the emotions of the recipient (i.e. the donor), how-ever, is still underexplored. Using a qualitative empirical approach(a content analysis of 12 interviews) and the emotion-based frame-work of WOM, we aim to analyze which emotions user-generatede-WOM posts about blood donation elicit in the recipient andwhich prosocial tendencies these emotions trigger. The resultsindicate that positive emotions (e.g., happiness or positive excite-ment) are more prevalent than negative ones (e.g., guilt). With theexception of pride, all other emotions promote positive prosocialtendencies toward blood donation. First, our research contributesto (e-)WOM literature since we advance the conceptualization ofe-WOM by exploring the nature and impact of emotions, in thiscase the prosocial tendencies elicited by e-WOM. Second, as theseprosocial tendencies are suitable levers for promoting blood dona-tion, we simultaneously contribute to blood donation research byspecifying the role of emotions in blood donation behavior.
Evidence weight
Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40
| F · citation impact | 0.50 × 0.4 = 0.20 |
| M · momentum | 0.50 × 0.15 = 0.07 |
| V · venue signal | 0.50 × 0.05 = 0.03 |
| R · text relevance † | 0.50 × 0.4 = 0.20 |
† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.