Blood donation Word-of-Mouth behavior among Chinese and Indian donors: an exploration with Australian donors

Abstract

Background - Cultural diversity in a blood donor panel is vital for healthcare, especially in countries where multiple cultural groups are growing in representation and have unique phenotypes. Word-of-mouth (WOM) is considered a potentially powerful way to recruit diverse donors; however, donors seldom talk about blood donation. This study explores factors influencing positive WOM about blood donation among people within Chinese and Indian communities in Australia.

Materials and methods - Six online focus groups were conducted with 35 donors (20 Chinese and 15 Indian) aged 18-57 who had donated in the past 12 months. Using thematic analysis, the factors that contributed and inhibited sharing WOM about blood donation were identified. Participants shared their WOM experiences, motivations, perceived barriers, and supports needed to enhance their WOM activities.

Results - Donors from both cultural groups recognized the benefits of discussing blood donation, however their engagement varied. Most were reactive, responding to inquiries rather than initiating conversations. Their WOM behaviors were influenced by personal experiences, conversational context, and social connections. The main concern was being perceived as bragging, while motivators included altruism and professional links to healthcare. Significant cultural differences emerged: Indian participants were cautious about WOM to avoid personal health disclosures from recipients, while Chinese donors highlighted cultural perceptions of loss of vitality from donating, especially among older individuals, as a barrier to discussing donation. A proposed model of willingness to share WOM was developed based on individuals’ goals for sharing WOM and perceived agency to do so.

Discussion - Strategies are needed to help donors view their role as including active support for blood donation. Tools and resources that give donors a "license" to initiate WOM discussions about blood donation, while addressing cultural misconceptions, may strengthen their confidence and agency to discuss blood donation.