Muslims’ reluctance to social media campaigns about organ donation: an exploratory study

Abstract

Purpose

Despite the intense social media (SoMe) campaigns promoting organ donation, the direct impact on registration and transplantation rates remains unclear among Sunni Muslims who constitute a significant portion of Muslim population. Given the observed tendency to avoid engaging with SoMe content focused on organ donation promotion, this study aims to comprehend the reasons for reluctance among Sunni Muslims.

Design/methodology/approach

A qualitative approach comprising focus group and individual interviews was conducted among community manager of SoMe campaigns interested in promoting organ donation, Sunni Muslims subscribed on those SoMe platforms and certain members of the medical staff involved in transplant operations.

Findings

The results indicate that reluctance toward SoMe campaigns about organ donation is justified because of the creation of irrelevant content that does not align with the sociocultural characteristics of the majority Sunni Muslims who are the intended audience. Additional discussions are required concerning religious beliefs, the culture of altruism and the credibility of SoMe appeals.

Practical implications

This research could serve as a foundation upon which social organizations and associations, focused on public health promotion through SoMe, can build specific content designs tailored for Sunni Muslims.

Originality/value

The distinctive aspect of this research is founded upon the diverse perspectives of various stakeholders, which have the potential to impact the registration of Muslim users on SoMe as organ donors.

Citation

Nouira, O. and Ayari, S. (2024), "Muslims’ reluctance to social media campaigns about organ donation: an exploratory study", Journal of Islamic Marketing, Vol. 15 No. 7, pp. 1706-1721. https://doi.org/10.1108/JIMA-10-2022-0289