The impact of facebook towards the intention to register as organ donors among undergraduate students in public universities in Malaysia

Faerozh Madli (2021) The impact of facebook towards the intention to register as organ donors among undergraduate students in public universities in Malaysia. Doctoral thesis, Universiti Malaysia Sabah.

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Abstract

Facebook is a form of social media that serves as a powerful tool in increasing the rate of people registering as organ donors owing to its capability to disseminate information about organ donation. However, there is a limited study on the impact of social media towards the intention to register as organ donors. Besides that, it is significant to highlight on organ donation considering the issue that there is a shortage of organ donors, which is faced globally including Malaysia. Therefore, the current study extended this line of research to a Malaysian context and focused on examining the impact of Facebook to disseminate organ donation information toward intention to register as organ donors among the undergraduate students in public universities in Malaysia. Drawing on the use of the Information Adoption Model by Sussman and Siegal (2003), the current study examined the effectiveness of information toward the intention of undergraduate students to register as organ donors. In addition, by adopting the positivist approach, the quantitative method was employed via a survey strategy. A total 438 responses were successfully gathered by using non-probability purposive sampling and stratified sampling, then the data was analysed by using Statistical Package for the Social Sciences (SPSS) and SmartPLS. The result shows that visual information, information sharing, accessibility of information, needs of information and attitude towards information have significant positive relationship on information usefulness. In addition, the information usefulness has a significant positive effect on information adoption. The results also provided evidence that the information adoption has a significant positive influence towards intention to register as organ donors among the undergraduate students. Besides that, in terms of moderating role of religious belief, the results revealed that the religious belief is significantly has a moderating effect on the relationship between attitude towards information and intention to register as organ donors. Meanwhile, the family discussion is found has a significant moderating effect on the relationship between information adoption and intention to register as organ donors. Therefore, as overall, undergraduate students or youths that adopt the organ donation information on Facebook were expected to have a positive intention to register as organ donors. In addition, the fundamental findings of this study have contributed to the body of knowledge within the contexts of social media as well as organ donation. Meanwhile, in terms of practicality, the findings provide insight for marketers or organisations to comprehend the impact of social media with a contextual framework towards the intention to register as organ donors. Moreover, future research should continue to explore on how the social media can influence organ donation in different cultures; for instance, cultures in Europe. The present research came to a conclusion that social media played an effective role as a communication context associating organ donation among the undergraduate students which positively influenced their intention to register as organ donors.

Item Type:	Thesis (Doctoral)
Keyword:	Facebook, Organ donation, Public universities
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	DG MASNIAH AHMAD -
Date Deposited:	07 Nov 2024 15:53
Last Modified:	07 Nov 2024 15:53
URI:	https://eprints.ums.edu.my/id/eprint/41415

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