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

Öz

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.

Anahtar Kelimeler

• Social Marketing
• Tissue and Organ Donation
• Donor

Sosyal Pazarlama Faaliyetlerinin Organ Bağışını Artırmadaki Rolü: Bir Alan Araştırması

Öz

Toplumsal bir sorun olan organ ihtiyacı ve bu sorunun aşılması için harcanan çaba multidisiplener bir yaklaşım gerektirmektedir. Tıbbi alanda atılan her adımın başarısı insan ömür kalitesini de etkilemektedir. Ülkemiz organ nakilleri konusunda uluslararası literatürde adından söz ettirmeyi başarmıştır. Ancak bu başarı da beyin ölümü tanısı almış donörden nakiller çok düşük kalmaktadır. Bu oranın yükseltilmesine yönelik adımların ortaya konulması gerekmektedir. Bu adımlara yönelik bir sorumluluk da sosyal pazarlamaya düşmektedir. Sosyal pazarlamanın sağlık hizmetlerinin pazarlamasında ki başarısı birçok uygulama ile kendini göstermiştir. Neden benzer bir başarıyı organ bağış kampanyalarında göstermesin? Etkili organ bağışı kampanyaları ile organ bağışı gönüllülüğü artırılabilir. Bu varsayımdan hareketle sosyal pazarlama faaliyetlerinin organ bağışı davranışı üzerindeki etkisini belirlemeye yönelik olarak çalışma yapılmıştır. Araştırmanın ana kütlesini İzmir’in 11 merkez ilçesinde ikamet eden 18 yaş üzeri bireyler oluşturmaktadır. 1111 kişiden oluşan örneklem grubundan anket verisi toplanarak araştırma tamamlanmıştır. Araştırmada kurulan hipotezler SPSS 21.0 programı kullanılarak analiz edilmiştir. Yapılan korelasyon analizi bulgularına göre; sosyal pazarlama faaliyetleri ile organ bağışı fayda algısını, fayda algısı ile tutumu, tutum ile niyeti, niyet ile de organ bağışı davranışını etkilediği belirlenmiştir.

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