BACKGROUND
The digital landscape has become a vital platform for public health discourse, particularly concerning important topics like organ donation. With a global rise in organ transplant needs, fostering public understanding and positive attitudes is critical.
OBJECTIVE
The goal is to develop insights into organ donation discussions on a popular social media platform (X) and understand the context in which users discussed the role of education. We investigate the influence of prominent profiles and meta-level accounts, including those seeking health information. We use credibility theory to explore the construction and impact of credibility within social media contexts in organ donation discussions.
METHODS
Data was retrieved from X between October 2023 and May 2024, covering a seven-month period. The posts were analyzed using social network analysis and qualitative thematic analysis. NodeXL Pro was used to retrieve and analyze the data, and a network visualization was created by drawing upon the Clauset-Newman-Moore cluster algorithm and the Harel-Koren Fast Multiscale layout algorithm.
RESULTS
Our analysis reveals an "elite tier" shaping the conversation, with themes reflecting existing societal sensitivities around organ donation. We demonstrate how prominent social media profiles act as information intermediaries, navigating the tension between open dialogue and negative perceptions. We use our findings, social credibility theory, and review of existing literature to develop the OrgReach Social Media Marketing Strategy for Organ Donation Awareness.
CONCLUSIONS
The study highlights the crucial role of analyzing social media data by drawing upon social networks and topic analysis to understand influence and network communication patterns. By doing so, the study identifies strategies that can feed into the marketing strategies for organ donation outreach and awareness.