Social Learning on TikTok: the Community as a Literacy Axis on Blood Donation
Raquel Martínez-Sanz,
Patricia Durántez-Stolle
Abstract:This research examines the creation of knowledge on social networks about blood donation, the role of virtual communities and their potential to attract donors. We applied a two-step methodology, starting by interviews with blood donation management institutions in Spain (N=21) and concluding with the analysis of comments from 61 donor testimonials on TikTok (N=1,606). This social network was chosen because of the scarce institutional presence and the predominance of Generation Z, which is necessary for genera… Show more
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