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Title: Lines of scientific research in the study of blood donor behavior from a social marketing perspective
Authors: Romero Domínguez, Laura 
Martín Santana, Josefa Delia 
Sánchez Medina, Agustín Jesús 
Beerli Palacio, María Asunción 
UNESCO Clasification: 531207 Sanidad
Keywords: Blood Donation
Blood Donor Behavior
Content Analysis
Social Marketing
Text Mining, et al
Issue Date: 2021
Project: la Orientación de Los Centros de Transfusión de Sangre Españoles Hacia Sus Principales Stakeholders Desde Una Perspectiva de Capital Social y Su Influencia en la Perfomance 
Journal: Journal of Nonprofit and Public Sector Marketing 
Abstract: Although blood is essential in healthcare systems for medical and surgical use, it is still a scarce resource. Given that blood cannot be produced artificially, donors are the backbone of the system, which is why it is crucial for transfusion centers to understand the factors that determine their behavior. The goal of this study is to help decision-makers at transfusion understand what lines of research have been developed in the literature and which ones might be useful to define and assess actions related to the attributes of the donation system and donor behavior. To that end, this work aims to present an overview of the available literature on blood donor behavior from a social marketing perspective, which is of paramount importance in the context of blood donation. Based on the results of this review, which was performed by using the text mining methodology, this study presents current lines of investigation, and proposes additional future lines.
ISSN: 1049-5142
DOI: 10.1080/10495142.2019.1707741
Source: Journal of Nonprofit and Public Sector Marketing[ISSN 1049-5142], v. 33(3), p. 307–358
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