The Impact of Organ Donation Information Dissemination on Social Media Towards Registration of Organ Donors: A Moderating Role of Family Discussion

Abstract

Recent literature on organ donation suggests that the dissemination of organ donation information on social media should be emphasised to increase the registration of organ donors. Therefore, based on the Information Adoption Model, the current study investigated the impact of disseminating organ donation information on social media towards the intention to register as organ donors. Due to the importance of family discussion, this study also examined the moderating of family discussion in registering as organ donors. This study involved samples of undergraduate university students from public universities in Malaysia. The data obtained were analysed using SmartPLS. The result revealed that family discussion moderates the relationship between information adoption and intention to register as organ donors. The results also suggest that information adoption positively contributes to the intention to register as organ donors. The current research provides strong evidence to formulate a sound marketing strategy associated with organ donation.