The Role of Social Marketing Activities in Increasing Organ Donation: A Field Research

Authors : Serap Aydoğdu, Mevlüt Türk

Pages : 1716-1742

Doi:10.18506/anemon.1614854

View : 32 | Download : 50

Publication Date : 2025-12-30

Article Type : Research Paper

Abstract :The need for organs, which is a social problem, and the efforts made to overcome this problem require a multidisciplinary approach. The success of every step taken in the medical field also affects the quality of human life. Our country has managed to make a name for itself in the international literature on organ transplants. However, despite this success, transplants from donors diagnosed with brain death remain very low. Steps should be taken to increase this rate. A responsibility for these steps also falls on social marketing. The success of social marketing in the marketing of health services has shown itself with many applications. Why shouldn\\\'t it show a similar success in organ donation campaigns? Effective organ donation campaigns can increase organ donation voluntariness. Based on this assumption, a study was conducted to determine the effect of social marketing activities on organ donation behavior. The main population of the study consists of individuals over the age of 18 residing in 11 central districts of Izmir. The study was completed by collecting survey data from a sample group of 1111 people. The hypotheses established in the study were analyzed using the SPSS 21.0 program. According to the correlation analysis findings; It has been determined that social marketing activities affect the perception of organ donation benefits, the perception of benefits affects attitudes, the attitude affects intentions, and the intention affects organ donation behaviors.
Keywords : Social Marketing, Tissue and Organ Donation, Donor

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