Abstract:

The main purpose of this study is to try to determine the relationships between attitude, perceived behavioral control, subjective norm, altruism and volunteering, and the effects of perceived effectiveness of social marketing activities on these variables. Method - The research data was collected face-to-face from a total of 399 people through a structured survey form. The surveys are applied to people who are suitable for blood donation. These data were analyzed and with the SPSS 20 and Lisrel 8.80 package programs. The findings - The results of the analyses made; the detected effectiveness of social marketing activities has a significant impact on attitude, detected behavioral control, subjective norm and altruism. It was also found that the perceived effectiveness of social marketing activities had a significant effect on volunteering intention. In addition, it has been determined that subjective norm and perceived behavioral control have a significant effect on volunteering intention. Discussion - It is extremely important that activities on a socially important and continuous issue such as blood donation affect individuals. Activities on blood donation bring together individuals in need of blood donation and volunteers for blood donation at a common point. Therefore, it is seen that the activities carried out provide a social benefit.

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