Word-of-mouth among blood service employees who also donate blood: a qualitative investigation of advantages and challenges for dual-role donors

• Egile Nagusiak: Kathleen Chell (Egilea), Michael Polonsky (Egilea), Barbara Masser (Egilea), Melissa K. Hyde (Egilea)
• Formatua: Liburua
• Argitaratua: BMC, 2024-06-01T00:00:00Z.
• Gaiak: article
• Sarrera elektronikoa: Connect to this object online.

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 t...