EXPLORING THE INFLUENCE OF PUBLIC SERVICE ANNOUNCEMENTS ON STUDENTS` PERCEPTIONS OF ORGAN DONATION: A QUALITATIVE STUDY

Authors : Adem Uysal

Pages : 1321-1344

Doi:10.17130/ijmeb.1575765

View : 315 | Download : 468

Publication Date : 2025-12-25

Article Type : Research Paper

Abstract :This study aims to examine university students\\\' perceptions of organ donation and the factors shaping these perceptions by evaluating the role of public service ads in raising awareness about organ donation. The research was designed as a qualitative study based on in-depth interviews with 18 students. Using semi-structured interview forms, students\\\' perceptions of organ donation and the effects of public service announcements on these perceptions were analysed. The findings show that students\\\' perceptions of organ donation are influenced by social, cultural, and religious factors and family background. Concerns about how organs will be transplanted and fear of death were identified as important barriers to organ donation. Furthermore, the important role of public service announcements in raising awareness was observed, and it was found that communication strategies supported by real-life stories that create emotional connections can strengthen positive perceptions of organ donation. Public service announcements are used as an effective marketing communication tool to raise public awareness and encourage positive behavioural changes. This study contributes to the development of campaigns promoting organ donation and provides a basis for understanding the impact of public service announcements on society. The findings provide guidance to organisational managers in directing their efforts to raise awareness on organ donation.
Keywords : Tüketici Davranışları, Organ Bağışı, Kamu Spotları, Derinlemesine Görüşme

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