PDF(Pubmed)
Abstract：
BACKGROUND: Despite word-of-mouth (WOM) and electronic WOM (eWOM) influencing people\'s willingness to donate blood, no research has explored this behavior among blood service employees who are also donors. This underexplored segment is highly important, as they are generally committed to both the organization and the cause and are likely more informed on the topic of blood donation than the average donor.
METHODS: This study comprised six online focus groups with 26 Australian Red Cross Lifeblood employees who are also donors. Questions covered a range of blood donation and WOM topics, including when they became blood donors, if they had engaged in WOM about blood donation, what they had talked about and with whom, and what were audience reactions. Thematic analysis was then used to explore how responses related to the employees\' motivations, opportunities, and abilities to engage in WOM and eWOM about blood donation.
RESULTS: While most employee-donors saw alignment in their employee and donor roles, advocating for blood donation was not considered a necessary part of either role. Educating others about blood donation was a common goal of employee-donor WOM and eWOM, and almost all employees engaged in reactive WOM, triggered by events (e.g., recent donations) or questions about their work. Employee-donors in donor-facing roles (e.g., communications and collections staff) felt more aware of the importance of encouraging others to donate blood and were also more likely to be proactive in their WOM activity. Along with these perceived advantages of having a dual role, employee-donors also identified some disadvantages, such as unrealistic expertise expectations and negative audience responses that can be difficult to navigate.
CONCLUSIONS: Being an employee-donor is a double-edged sword. For example, increased opportunities to talk about blood donation and access to more information can be offset by having to respond to more challenging questions/comments and expectations, while appropriately representing their employer. More research is needed among those in employee-donor roles within the healthcare and/or non-profit sectors, to determine whether these are issues faced more broadly, and how those in dual roles can be most effectively supported to engage in positive WOM and eWOM.
METHODS: This study comprised six online focus groups with 26 Australian Red Cross Lifeblood employees who are also donors. Questions covered a range of blood donation and WOM topics, including when they became blood donors, if they had engaged in WOM about blood donation, what they had talked about and with whom, and what were audience reactions. Thematic analysis was then used to explore how responses related to the employees\' motivations, opportunities, and abilities to engage in WOM and eWOM about blood donation.
RESULTS: While most employee-donors saw alignment in their employee and donor roles, advocating for blood donation was not considered a necessary part of either role. Educating others about blood donation was a common goal of employee-donor WOM and eWOM, and almost all employees engaged in reactive WOM, triggered by events (e.g., recent donations) or questions about their work. Employee-donors in donor-facing roles (e.g., communications and collections staff) felt more aware of the importance of encouraging others to donate blood and were also more likely to be proactive in their WOM activity. Along with these perceived advantages of having a dual role, employee-donors also identified some disadvantages, such as unrealistic expertise expectations and negative audience responses that can be difficult to navigate.
CONCLUSIONS: Being an employee-donor is a double-edged sword. For example, increased opportunities to talk about blood donation and access to more information can be offset by having to respond to more challenging questions/comments and expectations, while appropriately representing their employer. More research is needed among those in employee-donor roles within the healthcare and/or non-profit sectors, to determine whether these are issues faced more broadly, and how those in dual roles can be most effectively supported to engage in positive WOM and eWOM.
摘要：
背景：尽管口碑（WOM）和电子WOM（eWOM）影响了人们献血的意愿，没有研究在也是献血者的血液服务雇员中探索这种行为。这个未开发的部分非常重要，因为他们通常致力于组织和事业，并且可能比普通献血者更了解献血的主题。
方法：这项研究由六个在线焦点小组组成，其中26名澳大利亚红十字会的终身献血员工也是献血者。问题涵盖了一系列献血和WOM主题，包括当他们成为献血者时，如果他们参与了关于献血的WOM，他们谈论了什么，和谁，观众的反应是什么。然后使用主题分析来探索反应如何与员工的动机相关，机遇,以及参与关于献血的WOM和eWOM的能力。
结果：虽然大多数员工-捐赠者看到他们的员工和捐赠者角色一致，提倡献血被认为不是这两种角色的必要组成部分。教育其他人献血是员工捐献者WOM和eWOM的共同目标，几乎所有员工都参与了反应性WOM，由事件触发(例如，最近的捐款)或关于他们工作的问题。面向捐赠者的员工捐赠者(例如，通讯和收集人员）更加意识到鼓励他人献血的重要性，并且更有可能在WOM活动中积极主动。除了具有双重角色的这些感知优势之外，员工捐赠者也发现了一些缺点，例如不切实际的专业知识期望和可能难以导航的负面受众反应。
结论：成为员工捐赠者是一把双刃剑。例如,谈论献血和获得更多信息的机会增加，可以通过回答更具挑战性的问题/评论和期望来抵消，同时适当地代表他们的雇主。需要在医疗保健和/或非营利部门中担任雇员-捐助者角色的人员中进行更多研究，为了确定这些是否是更广泛面临的问题，以及如何最有效地支持双重角色的人参与积极的WOM和eWOM。
方法：这项研究由六个在线焦点小组组成，其中26名澳大利亚红十字会的终身献血员工也是献血者。问题涵盖了一系列献血和WOM主题，包括当他们成为献血者时，如果他们参与了关于献血的WOM，他们谈论了什么，和谁，观众的反应是什么。然后使用主题分析来探索反应如何与员工的动机相关，机遇,以及参与关于献血的WOM和eWOM的能力。
结果：虽然大多数员工-捐赠者看到他们的员工和捐赠者角色一致，提倡献血被认为不是这两种角色的必要组成部分。教育其他人献血是员工捐献者WOM和eWOM的共同目标，几乎所有员工都参与了反应性WOM，由事件触发(例如，最近的捐款)或关于他们工作的问题。面向捐赠者的员工捐赠者(例如，通讯和收集人员）更加意识到鼓励他人献血的重要性，并且更有可能在WOM活动中积极主动。除了具有双重角色的这些感知优势之外，员工捐赠者也发现了一些缺点，例如不切实际的专业知识期望和可能难以导航的负面受众反应。
结论：成为员工捐赠者是一把双刃剑。例如,谈论献血和获得更多信息的机会增加，可以通过回答更具挑战性的问题/评论和期望来抵消，同时适当地代表他们的雇主。需要在医疗保健和/或非营利部门中担任雇员-捐助者角色的人员中进行更多研究，为了确定这些是否是更广泛面临的问题，以及如何最有效地支持双重角色的人参与积极的WOM和eWOM。
