Béla-Csovcsics Andrea – Kincsesné Vajda Beáta – Kazár Klára (2025): Online felületek szerepe a véradóvá válásban. In: Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 pp. 10–11.

Authors

• Andrea, Béla-Csovcsics. Szegedi Tudományegyetem.
• Beáta, Kincsesné Dr. Vajda. Szegedi Tudományegyetem.
• Klára, Kazár. Szegedi Tudományegyetem.

Abstract

The role of online platforms in becoming a blood donor

Donating blood is not only a life-saving act, but increasingly a community experience. The aim of our study is to explore the role of online platforms in becoming a blood donor, with a particular focus on the development of a sense of community as a social reward. Our primary research involved a pilot survey of 163 blood donors; however, the survey is still ongoing and the results are preliminary. The results of the online questionnaire survey suggest that it is not appropriate to treat blood donors as a homogeneous group, but that several segments can be distinguished along a single criterion - the sense of community or social meaning of donating blood. The "community blood donors" - we defined during the cluster analysis - are more active than average on online platforms and show a greater willingness to join online communities related to blood donation. Our results have important practical implications for blood donor recruitment and retention: communication strategies to encourage blood donation should take advantage of the experience of belonging to a community, the positive peer effect, and the potential for public recognition. This can not only increase emotional satisfaction, but can also help to reinforce social norms that support altruism, supporting donor engagement and regular donation in the long term. The limitation of the research is the sample size and the lack of representativeness, which we intend to compensate by expanding the sample and weighting it sociodemographically.

blood donation online platformos social contacts sense of community

Language

hungarian

Details of publishing collection

Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.) (2025): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 DOI:10.62561/EMOK-2025

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