How to effectively communicate health information on social media depending on the audience's personality traits: An experimental study in the context of organ donation in Germany

Alexandra Olsacher, Celina Bade, Jan Ehlers and Leonard Fehring

Social Science & Medicine, 2023, vol. 335, issue C

Abstract: The shortage of organs donated for transplantation is a global concern. Even though increasing awareness can boost organ donation registration rates (thus leading to a higher number of available organ transplants), public organ donation campaigns lack effectiveness and are rarely tailored to audiences. To further enhance the effectiveness of digital health (i.e., organ donation) communication, we assessed the perception of social media organ donation campaign strategies (i.e., transformational, informational, neutral) as a function of personality traits (i.e., Big Five).

Keywords: Organ donations; Message effectiveness; Big five personality traits; Social media; Public health communication (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eee:socmed:v:335:y:2023:i:c:s027795362300583x

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DOI: 10.1016/j.socscimed.2023.116226

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