Identifying the Components and Touchpoints of Promotional Advertising from the Perspectives of Social Marketing in Organ Donation

Esmaeili, Majid, Budaghi Khajeh Noubar, Hossein, Gharebeiglou, Hossein and Shahinpour, Ali Identifying the Components and Touchpoints of Promotional Advertising from the Perspectives of Social Marketing in Organ Donation. Depiction of Health, 2025, vol. 16, n. 1, pp. 79-103. [Journal article (Paginated)]

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English abstract

Background. The shortage of organ donations in in IRAN is a significant challenge that can be addressed through effective communication interactions. The dimensions of social marketing can positively impact people's behavior about organ donation. This study aimed to identify the effective components of the promotional advertising aspect of organ donation based on these dimensions. Methods. This research was a scoping review to examine studies conducted in reputable databases from 2020 to 2024. This study sought to address the following question: What are the components and touchpoints that effectively contribute to increasing organ donation? A total of 83 articles were selected for inclusion in the study. Subsequently, thematic analysis was employed, focusing on components and themes influencing behavior change related to organ donation. Necessary coding was extracted to be considered an effective touchpoint in organ donation. Results. From the 83 articles, three main domains, 12 components, and 120 codes were identified in the promotional advertising aspect of organ donation. Based on the research findings, the three important domains included factors affecting message effectiveness, types of messages, and communication channels. Regarding factors influencing effectiveness, four components were identified: message format, message sender, message recipient, and message evaluation. In the domain of message types, four components were identified: persuasive messages, informational messages, self-determination messages, and emotional messages. Regarding communication channels, four components were identified: event-based media, print media, digital media, and audiovisual media. Conclusion. The present study demonstrated that using social marketing principles, particularly focusing on the needs and values of the audience, can increase awareness and participation in organ donation. This scoping review identified several factors that contribute to successful outcomes in increasing organ donation. However, these factors have rarely been studied in combination, indicating a gap in the literature. To enhance the effectiveness of campaigns in this field, future planning should place greater emphasis on designing long-term strategies and monitoring the effects of these initiatives.

Item type:	Journal article (Paginated)
Keywords:	Organ Donation, Social Marketing, Social Media, Social Behavior
Subjects:	F. Management.
Depositing user:	Dr Vahideh Zare
Date deposited:	03 Aug 2025 15:48
Last modified:	03 Aug 2025 15:48
URI:	http://hdl.handle.net/10760/47023

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