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Kamu Spotlarının Kan Bağışı Niyetlerine Etkisinin Covid-19 Moderatörleri Üzerinden İncelenmesi

Year 2021, Issue: 56, 79 - 102, 31.12.2021
https://doi.org/10.47998/ikad.962176

Abstract

Bu araştırmanın amacı, kamu spotu reklamlarının kan bağışı niyetleri üzerindeki rolünü ve bağış tutumlarının oluşumunda mesaj etkinliğini belirlediği düşünülen COVİD-19 kaynaklı faktörleri incelemektir. Kan bağışı, duygusal tepkiler ve özgecil davranışlar tarafından güçlü bir şekilde motive edilen bir davranış biçimi olarak gösterilse de pandemi döneminde potansiyel bağışçıların deneyimlediği engeller konusunda belirsizlikler bulunmaktadır. Genç bir katılımcı kitleden oluşan örneklem grubu (N = 189), kan bağışı davranışıyla ilgili kamu spotu reklam uyaranına maruz kaldıktan sonra bağış motivasyonlarını temsil eden ifadeleri içeren bir anket formunu derecelendirmiştir. Anket formu, kamu spotu reklam karakterlerine yönelik özdeşleşme, empati, kan bağışı davranışına yönelik özgecil duygular, bağış niyetleri ve ayrıca salgın ile ilgili belirleyicileri ölçmeye dayalı ifadeleri içermektedir. Hipotezleri test etmek için regresyon temelli analizler kullanılmış ve Covid-19 kaynaklı faktörlerin mesaj etkinliği sürecinde kan bağışı niyetlerine ilişkin etkileri moderatör analizleri ile incelenmiştir. Sonuçlar, reklam karakterlerine yönelik empati ve özdeşleşme düzeylerinin, bağışçı ya da hasta tipinin sunumuna göre farklılaştığını ortaya koymuştur. Ayrıca, pandemi yorgunluğunun empati tepkileri ile özgecil duygular arasındaki ilişkileri önemli ölçüde ılımlaştırdığı sonucuna varılmıştır. Bununla birlikte, enfeksiyon kapma riski ile özgecil duygular etkileşiminin kan bağışı niyetleri üzerinde istatistiksel olarak anlamlı bir etkiye sahip olmadığı sonucuna varılmıştır.

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Investigating the Impact of Public Service Advertising on Blood Donation Intentions Under the Influence of Covid-19 Related Moderators

Year 2021, Issue: 56, 79 - 102, 31.12.2021
https://doi.org/10.47998/ikad.962176

Abstract

The objective of this research was to explore the role of Public Service Ads (PSAs) on blood donation decisions and the COVID-19 related mechanisms influencing the path to donation behavior. Although blood donation is shown as a form of behavior that is strongly motivated by emotional responses and altruistic behaviors, there are uncertainties in terms of difficulties that the donors experience during the pandemic period. A sample group consisting mostly of young people (N=189), received a self-administered questionnaire containing questions intended to clarify blood donation drives following exposure to a PSA stimulus. These factors comprised of the components for identification towards PSA characters, empathy, altruistic feelings towards blood donation behavior and donation intentions, and also pandemic related determinants. Regression-based analyzes were used to test the hypotheses, and the effects of COVID-19-derived factors on the blood donation process were investigated through moderator analysis. The results revealed that the empathy and identification levels towards PSA characters vary due to presenting whether the donor-type or the patient-type. No statistically significant results were found between the interactions of the risk of getting infected and altruistic feelings on blood donation intentions. However, it is concluded that pandemic fatigue significantly predicted the relationships between empathetic responses and altruistic feelings.

References

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  • Harrington, M., Sweeney, M., Bailie, K., Morris, K., Kennedy, A., Boilson, A., et al., (2007). “What Would Encourage Blood Donation In Ireland?”, Vox Sanguinis, 4(92), p. 361–367.
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  • Igartua , J., & Marcos-Ramos, M., (2015). “Influence Of Character Type And Narrative Setting On Character Desing For Fictional Television Series”, Communication & Society, 1(2), p. 63–78.
  • Igartua, Juan-José, (2010). “Identification With Characters And Narrative Persuasion Through Fictional Feature Films”, Communications, (35), p. 347–373.
  • Jolliffe, D., & Farrington, D., (2006). “Development And Validation Of The Basic Empathy Scale”, Journal of Adolescence, (29), p. 589–611.
  • Karacan, E., Cengiz, G., Aktan, Z., Ayli, M., & Palabıyıkoğlu, R., (2013). “Blood Donors And Factors Impacting The Blood Donation Decision: Motives For Donating Blood In Turkish Sample”, Transfusion and Apheresis Science, 3(49), p. 468–473.
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There are 73 citations in total.

Details

Primary Language English
Subjects Communication and Media Studies
Journal Section Research Articles
Authors

Mehmet Safa Çam 0000-0001-6046-4585

Publication Date December 31, 2021
Submission Date July 4, 2021
Published in Issue Year 2021 Issue: 56

Cite

APA Çam, M. S. (2021). Investigating the Impact of Public Service Advertising on Blood Donation Intentions Under the Influence of Covid-19 Related Moderators. İletişim Kuram Ve Araştırma Dergisi, 2021(56), 79-102. https://doi.org/10.47998/ikad.962176