Although effective appeals for donors are essential for blood donation services, few studies have investigated which appeals work best, particularly for repeat donors. We address this research gap by proposing and testing a strategy that incorporates information on the use of the past donation...

Programmatic advertising is prevalent in online advertising. However, it offers managers limited control over the type of website where the ad appears, resulting in brand safety issues. Aware of the risk that ads may potentially display on websites of poor quality (nonpremium websites), managers...