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Is removing blood donation barriers a donation facilitator? Australian African migrants’ view

Polonsky, Michael, Francis, Kate and Renzaho, Andre 2015, Is removing blood donation barriers a donation facilitator? Australian African migrants’ view, Journal of social marketing, vol. 5, no. 3, pp. 190-205, doi: 10.1108/JSOCM-08-2014-0054.

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Title Is removing blood donation barriers a donation facilitator? Australian African migrants’ view
Author(s) Polonsky, MichaelORCID iD for Polonsky, Michael orcid.org/0000-0003-2395-1311
Francis, Kate
Renzaho, Andre
Journal name Journal of social marketing
Volume number 5
Issue number 3
Start page 190
End page 205
Total pages 16
Publisher Emerald
Place of publication Bingley, Eng.
Publication date 2015-07-13
ISSN 2042-6763
2042-6771
Keyword(s) Blood donation
Consumer attitudes
Facilitators
Motivate blood donations
Removal of barriers
Social marketing
Summary Purpose – The aim of this study was to assess whether the removal of blood donation “barriers” facilitates blood donation intentions, using a sample of African migrants, and to identify the implications for social marketing. African migrants are currently under-represented as blood donors in Australia. Some members of the African community have unique donation needs that can only be served by this community. Design/methodology/approach – Interviews were conducted with 425 people from the African community in Victoria and South Australia. Factor analysis was performed on the barriers and the removal of barriers. Item groupings for both constructs differed, suggesting that barriers and their removal are not necessarily opposite constructs. Findings – The cultural society factor was negatively associated with blood donation intention (i.e. a barrier), whereas engagement and overcoming fear were positively associated with blood donation intention (i.e. facilitators). Cultural issues and lack of understanding were not seen to impede blood donation. Additionally, the removal of cultural barriers did not facilitate increases in blood donation intentions. Thus, the removal of barriers may not be sufficient on their own to encourage donation Research limitations/implications – This only examines the issue with regards to whether the removal of barriers is a facilitator of blood donation with one group of migrants, and relationships may vary across other migrant and non-migrant groups. Practical implications – Policymakers often use social marketing interventions to overcome barriers as a way of facilitating blood donation. This research suggests that removing barriers is indeed important because these barriers impede people considering becoming blood donors. However, the findings also suggest that the removal of barriers is insufficient on its own to motivate blood donations (i.e. the removal of barriers is a hygiene factor). If this is the case, social marketing campaigns need to be multifaceted, removing barriers as well as leveraging facilitators, simultaneously. Social implications – This work identified that the impact of barriers and their removal may facilitate effective social marketing campaigns in differing ways, in the context of blood donation. Originality/value – How barriers and their removal impact social marketing activities (i.e. blood donation behaviour) has generally not been explored in research.
Language eng
DOI 10.1108/JSOCM-08-2014-0054
Field of Research 150501 Consumer-Oriented Product Or Service Development
Socio Economic Objective 920599 Specific Population Health (excl. Indigenous Health) not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2015, Emerald
Persistent URL http://hdl.handle.net/10536/DRO/DU:30074521

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.