title: An Effort to Increase Organ Donor Registration Through Intergroup Competition and Electronic Word of Mouth.
abstract: The effort to increase Web organ donation registrations in Michigan by enhancing 2 types of university campaigns with social media strategies informed by social identity theory is the focus of this research. The two campaigns focused on either ingroup or rivalry outgroup social identification, and each was enhanced with individually focused social media in the first year of the campaign and with electronic word of mouth in Year 2 of the campaign. Results indicated that individually focused social media such as Facebook ads worked well in rivalry campaigns (in which registrations increased two times over baseline) but not in ingroup identification campaigns (in which registrations decreased significantly over baseline when ads were introduced in the first year of each type of campaign). Electronic word-of-mouth strategies worked well in both ingroup identification campaigns (in which registrations increased two times over baseline) and rivalry campaigns (in which registrations rose almost eight times over baseline, when strategies were introduced in the second year of each type of campaign).
authors.affiliation: a Department of Communication , Michigan State University , East Lansing , Michigan , USA.
authors.forename: Sandi W
authors.initials: SW
authors.lastname: Smith
authors.affiliation: a Department of Communication , Michigan State University , East Lansing , Michigan , USA.
authors.forename: Rose
authors.initials: R
authors.lastname: Hitt
authors.affiliation: b Department of Media and Communication , Korea University , Seoul , Republic of Korea.
authors.forename: Hee Sun
authors.initials: HS
authors.lastname: Park
authors.affiliation: c Wee Kim Wee School of Communication and Information , Nanyang Technological University , Singapore .
authors.forename: Joseph
authors.initials: J
authors.lastname: Walther
authors.affiliation: d Department of Communication Studies , Chapman University , Orange , California , USA.
authors.forename: Yuhua Jake
authors.initials: YJ
authors.lastname: Liang
authors.affiliation: e Department of Human Centered Design & Engineering , University of Washington , Seattle , Washington , USA.
authors.forename: Gary
authors.initials: G
authors.lastname: Hsieh
mesh_terms: D003163:Competitive Behavior; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D020407:Internet; D007398:Interpersonal Relations; D008824:Michigan; D015397:Program Evaluation; D012042:Registries; D012933:Social Identification; D061108:Social Media; D066269:Social Theory; D014019:Tissue Donors / Q000523:psychology* / Q000706:statistics & numerical data*; D009927:Tissue and Organ Procurement; D014495:Universities