Resumo

SILVA, Joélia Rodrigues da et al. Social Networks and Health Promotion: Use of Facebook in the Context of Blood Donation. RISTI [online]. 2018, n.30, pp.107-122. ISSN 1646-9895.  https://doi.org/10.17013/risti.30.107-122.

Facebook's relationship space has been redefining social participation and empowering the various social causes, including blood donation. This research analyzed the capacity of Facebook's mobilization and its potential for social interaction, identifying governance resources and a social practice, through the data obtained in the FanPage of the Public Blood Bank of the State of Ceará - Brazil. Netnographic study, of descriptive exploratory nature, considering all the information in the page and comments of followers, no period from July to 2017. The content analysis was used in the thematic modality, with statistical purposes in the descriptive evaluation. The reach of publications, social involvement with blood donation campaigns, popular participation in the improvement of information and marketing services in search of blood, point to Facebook as an effective resource for governance, equity, communication and social participation.

Palavras-chave : Information Technology; Social network; Governance; Health promotion; Blood donation.

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