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This quantitative study aims to examine background motives that navigate individuals to share their opinions, in the context of an individual’s post-vacation phase and its relation to the destination of Serbia, from the standpoint of age, gender and nationality.

The data were collected throughout six weeks via a self-administered Web survey. The survey was adopted and based on the scale developed by Bronner and de Hoog (2011).

Results indicate that the dominant driver to submit an online review after a trip is to help vacationers (altruism) and that men and women display differences in this, but not in other motives. Both age and nationality do not influence the particular motive to leave an online review.

The main limitation of this study is the total number of answers. However, sampling was rather purposive, which gives us a good indicator of the population behavior.

Understanding these drivers is essential in formulating strategies for managing the interaction with opinion leaders. On a larger scale, the results can contribute the market segmentation and customer communication approaches in Serbian tourism marketing.

Motives that trigger individuals to compose an online review have not been investigated and thematic studies are still missing, in the case of Serbia in particular.

Given that online search visibility is influenced by various determinants, and that influence may vary across industries, this study aims in investigating the major predictors of online search visibility in the context of blood banks.

To formalize the online visibility, the authors have found theoretical foundations in activity theory, while to quantify online visiblity the authors have used the search engine optimization (SEO) Index, ranking, and a number of visitors. The examined model includes ten hypotheses and was tested on data from 57 blood banks.

Results challenge shallow domain knowledge. The major predictors of online search visibility are Alternative Text Attribute (ALT) text, backlinks, robots, domain authority (DA) and bounce rate (BR). The issues are related to the number of backlinks, social score, and DA. Polarized utilization of SEO techniques is evident.

The methodology can be used to analyze the online search visibility of other industries or similar not-for-profit organizations. Findings in terms of individual predictors can be useful for marketers to better manage online search visibility.

The acute blood donation problems may be to a certain degree level as the information flow between donors and blood banks will be facilitated.

This is the first study to analyze the blood bank context. The results provide invaluable inputs to marketers, managers, and policymakers.