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

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.

Anahtar Kelimeler:

Kamu Spotu Reklamları, Özdeşleşme, Özgecil Duygular, Pandemi Yorgunluğu, Kan Bağışı Niyeti

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

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.

Keywords:

Public Service Advertising, Identification, Altruism Feelings, Pandemic Fatigue, Blood Donation Intentions,

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