نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 استادیار مدیریت بازرگانی، دانشگاه شاهد، تهران، ایران
2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه ایرانیان، تهران، ایران
3 کارشناسی ارشد مدیریت بازرگانی، دانشگاه یزد، یزد، ایران
چکیده
با توجه تقاضای روزافزون سازمان انتقال خون و تعداد محدود متقاضیان برای اهداء پژوهش حاضر سعی دارد عوامل ایجاد نگرش مثبت و نیات رفتاری کاربران شبکه های مجازی نسبت به اهدای خون در ایران را بررسی نماید. در این مطالعه از نظریه اجتماعی شناختی، مدل اعتقاد بهداشتی و نظریه رفتار برنامه‌ریزی‌شده برای بررسی چگونگی تأثیر ارتباطات رسانه های اجتماعی بر نگرش و قصد اهداء خون از طریق برخی پیامدهای روانشناختی-اجتماعی در میان کاربران شبکه‍های اجتماعی مجازی استفاده شده است. به این منظور با روش نمونه گیری غیراحتمالی در دسترس نمونه ای مشتمل بر 384 نفر تعیین شد. به‌منظور سنجش متغیرهای پژوهش از پرسشنامه های استاندارد استفاده شده است. پایایی ابزار پژوهش توسط آزمون آلفای کرونباخ مورد تائید قرار گرفت. نتایج مدل‌سازی معادلات ساختاری نشان داد که ارتباطات رسانههای اجتماعی بر آگاهی، ادراک، همسالان، خانواده و قصد رفتاری تأثیر مثبت دارد. انگیزه، آگاهی، همسالان و خانواده بر نگرش‍ها تأثیر مثبت گذاشت که به‌نوبه خود، قصد اهدای خون را پیش‍بینی کرد. از این مطالعه می‍توان دریافت که نگرش‍های مثبت نسبت به اهدای خون در کاربران شبکه های مجازی قصد آن‌ها را برای اهدای خون تحریک کرد.
کلیدواژه‌ها
عنوان مقاله [English]
The effect of social media marketing on the intention to donate blood with emphasis on social and psychological factors
نویسندگان [English]
- Ebrahim Zarepour Nasirabadi 1
- Arash Ravazzhian 2
- zohre sadat doaei 3
1 Assistant Professor, Department of Business Management, Shahed University, Tehran, Iran.
2 MA in Business Administration, Iranian University, Tehran, Iran.
3 MA in Business Administration, Yazd University, Yazd, Iran.
چکیده [English]
Introduction
Blood is vital to sustaining human life and is constantly required by individuals who have experienced accidents or traffic injuries, pregnant women with complicated or risky pregnancies, cancer patients, and those who undergo high-risk surgeries. If there is not a sufficient supply of healthy blood provided through voluntary donations, both blood health and ultimately the health of society itself is at risk (Sharma et al., 2016, Rad et al., 2018). Despite its importance, blood donation faces significant obstacles globally. In Ethiopia, certain beliefs persist that blood donation can lead to high blood pressure, transmission of infectious diseases, weight loss, and even loss of virility in men (Urgesa et al., 2017).
Given today's social landscape, where young individuals rely heavily on social media to communicate and interact (Parment, 2013), and recognizing that the influence of social media can turn users into marketers, either reactive or active, based on the nature of the messages and their impact (Borges-Tiago et al., 2019), social media marketing's role in increasing blood donation intentions deserves attention and exploration. This shared online space enables users to air their opinions and interests to their social networks, making it a potentially valuable marketing tool for blood transfusion organizations (Faayyin, 2016).
The media serves as the most crucial tool in shaping the culture of blood donations, as it plays a pivotal role in education and motivation, which are essential to regularly acquiring blood donations from donors (Mustafa et al., 2015).
Therefore, investigating the impact of social networks on the attitude and intent to donate blood is particularly significant. A review of prior literature reveals a research gap regarding the impact of factors that foster a positive attitude and behavior of users of virtual networks toward blood donation in Iran. Additionally, given the escalating demand from the blood transfusion organization and the comparatively low number of applicants for donation, this study aims to address the following question: "How do marketing, psychological, and social factors influence the attitude and decision-making process for blood donation among users of virtual social networks?"
This study is of an applied nature, employing a descriptive-correlational approach to collect data. The statistical population comprises all users of popular social networks in Iran for the second half of the year 1400. Given the vast size of the population, a non-random selection of 384 individuals was conducted using Morgan's table. A standardized and structured questionnaire, with an ordinal scale and a Likert scale of five points, was utilized to gather data.
Method
The Partial Least Squares (PLS) approach involves two stages of data analysis. The first stage, the measurement model fitting step, involves checking the reliability and validity of the model and the questionnaire, while the second stage, the structural model fitting step, entails confirming the study's assumptions using software through testing (Chen & Tseng, 2012). The internal reliability of the questionnaire was assessed using Cronbach's alpha and compound reliability. Internal consistency reflects the degree of correlation between a structure and its associated indices. A Cronbach's alpha coefficient above 0.7 indicates acceptable reliability of the measurement instrument, and if the composite reliability value (CR) for each construct is greater than 0.7, it suggests appropriate internal consistency; Conversely, a value less than 0.6 indicates a lack of reliability (Nunnally, 1987). Convergent validity is assessed through the Average Variance Extracted (AVE) criterion, which reflects the degree of correlation between a construct and its related indicators. A higher correlation indicates better model fit.
findings
Through the process of Structural Equation Modeling, it was revealed that social media communication has a positive impact on awareness, perception, peers, family, and behavioral intention. Furthermore, factors such as motivation, awareness, peers, and family were found to positively influence attitudes, which subsequent influenced blood donation intention.
Conclusion
In light of the rapid expansion of social networks and the exponential growth in the number of contacts and users, it can be concluded that these networks exert a profound influence on their audiences. Consequently, platform users within these media have the capacity to initiate a positive attitude and inclination towards blood donation in others through interactive engagement and sharing of their favorable experiences with blood donation. In the context of social media communication, it's crucial to recognize that its effect is not direct on attitude; rather, it influences attitude by cultivating awareness. This is because awareness is a key factor in fostering understanding, motivation, and attitude, particularly within the scope of blood donation.
In addition to its impact on awareness and perception, social media communication was also observed to have a positive influence on a person's peers and family. This positive influence, in turn, serves as a strong impetus for fostering positive attitudes and behavioral intentions in the domain of blood donation. Based on these findings, it is essential for social marketers to assess the influence of their social media initiatives on the level of awareness, as well as their impact on the peers and families of users, particularly young individuals who have the potential to play a significant role in contributing to and developing public content within these networks. In the event that the content created by the organization in these networks is not effective at cultivating a positive attitude or does not serve as an effective stimulus for behavioral intentions in the field of blood donation, the content produced by users can enhance it, thereby acting as a valuable supplement. From a theoretical standpoint, while the Theory of Planned Behavior elucidates the intentions behind behavior, researchers may need to incorporate additional theories to achieve even better outcomes.
کلیدواژه‌ها [English]
- Social media communication
- blood donation
- blood donation attitude
- blood donation intention
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