AMA-EBSCO-RRBM Award for Responsible Research in Marketing 2025Marketing team recognized for its socially impactful research paper

27 June 2025

Photo: Boris Rostami-Rabet

Dr. Besarta Veseli, Prof. Dr. Michel Clement and their co-authors were awarded Finalist for the Award for Responsible Research in Marketing 2025 for their research article on blood donor retention.

We are pleased to inform that the research paper "Improving Blood Donor Retention and Donor Relationships with Past Donation Use Appeals“ by Prof. Edlira Shehu (University of Groningen), Dr. Besarta Veseli and Prof. Michel Clement (both University of Hamburg Business School), and Prof. Karen Page Winterich (Penn State University) has been awarded Finalist for the AMA-EBSCO-RRBM Award for Responsible Research in Marketing 2025.

In three field experiments and one online experiment in cooperation with the blood donation services of the German and Austrian Red Cross, the international research team investigated how feedback messages can increase blood donation behavior. The results show that personalized feedback on the use of the past blood donation - when and where the donation was used - increases the number of donations from active donors by 10% per year and the probability of reactivating inactive donors by 12%.

The award, sponsored by the American Marketing Association (AMA) in cooperation with the community for Responsible Research in Business and Management (RRBM) honors outstanding research that produces credible and useful knowledge that can be applied for the benefit of society. Nominated work exemplifies the Seven Principles of Responsible Research and supports the guiding principle of “better marketing for a better world”.

Read more about the results: https://journals.sagepub.com/doi/10.1177/10946705231202244