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The Analysis of Social Pressure via Text Message Campaigns on Prosocial Behaviors: Evidence from a Field Experiment on Tehran Residents Blood Donation Behavior

Amini Valashani, Ali | 2024

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 57204 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Rahmati, Mohammad Hossein
  7. Abstract:
  8. In this research, for the first time in the literature of this field, indirect social pressure applied by text message campaign is used. The findings of this research can help the blood transfusion organization (IBTO) to send more optimal text messages. The advantage of indirect social pressure is lower cost while allowing for faster and wider use. Also, text message blood donation campaigns are more homogeneous than peer to peer pressure to motivate people to donate blood. For times when there is a severe shortage of blood resources, such campaigns can be very helpful. The method of causal identification in this research is the use of a randomized controlled trial. In this experiment, there are three groups: a control group, regular treatment and pressure treatment, which have no significant differences in terms of observable characteristics. Intervention is done by sending text message to treatment groups. The normal treatment group will receive the currently used text message of the blood transfusion organization and the pressure treatment group will receive the text message designed by the researchers of this research comprising social pressure content. This text message was selected by a questionnaire among the 10 suggested text messages with social pressure content. The results of this experiment show that sending text messages with social pressure content increases the probability of donating blood by 0.6 percentage points. Also, older men are more likely to donate blood than women, and they can be used as the target community for blood donation campaigns. In addition, the current campaign of the blood transfusion organization does not have a significant effect on increasing the probability of donating blood. These results can be presented in the form of policy recommendations to Iranian blood transfusion organization (IBTO)
  9. Keywords:
  10. Social Pressure ; Text Message Campaigns ; Blood Donation ; Field Experiment

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