The role and importance of social marketing insights and practices in increasing organ donation: A research in İzmir

Social marketing refers to the use of commercial marketing principles for social benefit. Many factors affecting organ donation behavior have been revealed through scientific studies. After determining these factors, what needs to be done is to reach consumers with programs that will overcome the obstacles. In social problems that concern the general of society, such as organ donation, social marketing approaches and practices are utilized in creating behavior change in consumers. In this study, the effect of social marketing activities on organ donation behavior was examined. A preliminary study was carried out with 50 participants in 5 districts in Izmir before the actual research. The research scale was finalized with the feedback and expert opinions. Within the scope of the study, 1111 consumers who are 18 years old and over residing in the central districts of İzmir were reached. According to the population density in 11 central districts, at least two and at most five neighborhoods are included in the sample group. Consumers residing in selected neighborhoods have been identified using simple random sampling. The questionnaire prepared was presented to the consumers by the researcher. SPSS 22.0 package program was used to analyze the data. Exploratory factor analyzes were applied for the structural validity of the scale. Relationships were determined by correlation analysis, and the effects of variables were determined by regression analysis. Process v3.3 by Andrew F. Hayes macro program was used for the analysis of intermediary variables. T-test and variance analyzes were used to analyze demographic factors and perception of benefit. As a result of the research, it has been determined that social marketing activities have the same directional effect on organ donation benefit perception. It has been determined that the message strategies and promotion activities have partial mediating effects on the effect between social marketing activities and organ donation perception of benefit. It was determined that the perception of benefit of organ donation, the intention of the organ donation attitude, and the intention of organ donation had significant and positive effects on organ donation behavior. There was no significant difference between demographic variables between age, marital status and income status and organ donation perception of benefit. However, it was determined that there was a significant difference between gender, child status, education status, employment status, perception of profession and organ donation benefit. Keywords: Social Marketing, Message Strategies, Promotion Activities, Organ Donation, Organ Transplantation, Donation Behavior