Millennials’ socio-psychology and blood donation intention developed from social media communications: A survey of university students

Abstract

Less than 1% of South-Africans donate blood annually. New donors are required, especially from Millennials, who are large in numbers and influential. Being more receptive to social media communications and altruistic, millennials are the hope of safe blood supply. However, the drivers of millennials’ positive attitude and behavioural intentions (BI) towards donating blood need examination. This study used ideas from Social Cognition Theory, Health Belief Model and Theory of Planned Behaviour to examine how social media communications impact blood donation attitudes and behavioural intention through some socio-psychological outcomes among young adult Millennials at a university in South-Africa. Quantitative data was collected from 650 respondents. Structural equation modelling results revealed that social media communications positively impacted awareness, perception, peers, family, and behavioural intention. Motivation, awareness, peers and family positively influenced attitudes, which in turn, predicted blood donation intention. Blood donations agencies and public policy-makers should seek ways to convert Millennials’ positive attitudes and BI into actual blood donation.