How to increase blood donation by social marketing

• Asunción Beerli-Palacio ^[1] ; Josefa D. Martín-Santana ^[1]
  1. [1] Universidad de Las Palmas de Gran Canaria

     Universidad de Las Palmas de Gran Canaria

     Gran Canaria, España

     
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 12, Nº. 3, 2015, págs. 253-266
• Idioma: inglés
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• Dialnet Métricas: 1 Cita
• Resumen

  • Our aim is to study the behavior of blood donors by distinguishing donors from non-donors and within donors if they donate frequently, occasionally or have donated only once. To this end we study the determining factors in their behavior, analyzing the possible differences between segments in terms of their sociodemographic characteristics, motivations, inhibitors, and facilitators of behavior, possible incentives to donate blood and lastly their predisposition to donate.