Characterizing Media Content and Effects of Organ Donation on a Social Media Platform: Content Analysis

Conclusions: A discrepancy was revealed between the media themes that were the most salient on the media agenda and those that were the most effective in increasing organ donation awareness and intentions on social media. These findings provide guidance for campaigns on organ donation. The results also suggest the potential of campaigns on social media for promoting prosocial health behaviors and highlight the importance of strategic message design for serving this goal.

Source: Journal of Medical Internet Research - March 11, 2019 Category: General Medicine Authors: Xiaoya Jiang Wenshi Jiang Jiawei Cai Qingdong Su Zhigang Zhou Lingnan He Kaisheng Lai Source Type: research