(Social Marketing and Volunteering: A Research on Blood Donation)

Abstract

Purpose – The main aim of the study is to try to determine the relationship between attitudes, subjective norm, perceived behavioral control, altruism and intention of volunteering and perceived effectiveness of social marketing activities on these variables. Design/methodology/approach – Data of this study were collected face to face from 399 people via structured questionnaires. The questionnaires were administrated to people who have eligible to blood donate. The obtained data were analyzed and reported by SPSS 20 and LİSREL 8.80 package programs. Findings – As a result of these analyzes, it is determined that the perceived effectiveness of social marketing activities has a significant effect on attitudes, subjective norm, perceived behavioral control and altruism. It is also found that the perceived effectiveness of social marketing activities has a significant effect on the intention of volunteering. Furthermore, it is determined that the subjective norm and perceived behavioral control have a significant effect on intention of volunteering. Discussion – Impact to individuals and activities in socially very important issues, sustainable development, such as blood donation is extremely important. The actions taken regarding blood donation, meet a common point volunteers and who need blood donation. Therefore, it seems that the activities provided have a social benefit.