Sosyal Pazarlama ve Gönüllülük: Kan Bağışı Üzerine Bir Araştırma

Amaç – Bu çalışmanın temel amacı; tutum, algılanan davranışsal kontrol, öznel norm, altruizm ile gönüllülük arasındaki ilişkileri ve sosyal pazarlama faaliyetlerinin algılanan etkinliğinin bu değişkenler üzerindeki etkilerini belirlemeye çalışmaktır. Yöntem – Araştırmanın verileri yapılandırılmış anket formu vasıtasıyla toplamda 399 kişiden yüz yüze toplanmıştır. Anketler kan bağışı yapmaya uygun kişilere uygulanmıştır. Elde edilen bu verilerin SPSS 20 ve Lisrel 8.80 paket programları ile analizleri gerçekleştirilmiş ve raporlanmıştır. Bulgular – Yapılan analizler sonucunda; sosyal pazarlama faaliyetlerinin algılanan etkinliğinin tutum, algılanan davranışsal kontrol, öznel norm ve altruizm üzerinde anlamlı bir etkisinin olduğu tespit edilmiştir. Ayrıca sosyal pazarlama faaliyetlerinin algılanan etkinliğinin gönüllülük niyeti üzerinde de anlamlı bir etkisinin olduğu bulgusuna da ulaşılmıştır. Bunların yanı sıra öznel norm ve algılanan davranışsal kontrolün gönüllük niyeti üzerinde anlamlı bir etkisi olduğu tespit edilmiştir. Tartışma – Kan bağışı gibi toplumsal açıdan son derece önemli ve süreklilik arz eden bir konudaki faaliyetlerin bireylere etki etmesi son derece önemli olmaktadır. Kan bağışı konusunda yapılan faaliyetler, kan bağışına ihtiyacı olan bireyleri ve kan bağışı konusunda gönüllü bireyleri ortak noktada buluşturmaktadır. Dolayısıyla yapılan faaliyetlerin toplumsal bir fayda sağladığı görülmektedir.

Social Marketing and Volunteering: A Research on Blood Donation

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.

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