Investigating the Impact of Social Media Applications on Donor Engagement and Retention in the Saudi Arabian Blood Donation System (Preprint)

Abstract

Study purpose: this study aims to assess the impact of social media applications on donor engagement and retention in the Saudi Arabian blood donation system. Methods: A cross-sectional survey design was adopted in this study. The population aged above 18 years and living in Saudi Arabia was included for the study. Using convenience and Snow-ball sampling techniques, an online questionnaire was distributed using social media channels.. A total of 463 participants were included in the study. Results: The majority of the study participants (78.1%) engage on social media applications multiple times a day for charity causes such as blood donation; while 51.8% of them engage on social media applications for the same reason few times a month. Focusing on the donor engagement, 46.8% and 27.3% of the total participants were likely to engage in blood donation process; 60% were likely to continue to use social media applications for blood donation. The study findings showed significant association between age and educational level and participants' engagement on social media application for blood donation process, wereyounger participants and participants with bachelor degree and above were more likely to engage on social media application for blood donation process compared to older participants (p < .05). Conclusion: While social media can effectively contribute to the donor engagement and retention, the charity or blood donation organizations must adopt strategies to actively engage the donors on the platforms.

this study aims to assess the impact of social media applications on donor engagement and retention in the Saudi Arabian blood donation system.

Methods: A cross-sectional survey design was adopted in this study. The population aged above 18 years and living in Saudi Arabia was included for the study. Using convenience and Snow-ball sampling techniques, an online questionnaire was distributed using social media channels.. A total of 463 participants were included in the study.

Results: The majority of the study participants (78.1%) engage on social media applications multiple times a day for charity causes such as blood donation; while 51.8% of them engage on social media applications for the same reason few times a month. Focusing on the donor engagement, 46.8% and 27.3% of the total participants were likely to engage in blood donation process; 60% were likely to continue to use social media applications for blood donation. The study findings showed significant association between age and educational level and participants' engagement on social media application for blood donation process, wereyounger participants and participants with bachelor degree and above were more likely to engage on social media application for blood donation process compared to older participants (p < .05).

Conclusion: While social media can effectively contribute to the donor engagement and retention, the charity or blood donation organizations must adopt strategies to actively engage the donors on the platforms.