Analysis of the Marketing Activities of the Hungarian National Blood Transfusion Service

Hegedűs Katinka (2025) Analysis of the Marketing Activities of the Hungarian National Blood Transfusion Service. ['eprint_fieldopt_faculty_mük' not defined].

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Absztrakt (kivonat)

Blood donation is a critical pillar of public healthcare, yet in Hungary, ensuring a safe and sufficient blood supply is an ongoing challenge. As the number of regular donors declines and society ages, activating the younger generation becomes vital. This thesis examines the marketing activities of the Hungarian National Blood Transfusion Service, with a special focus on reaching 18-24-year-olds, who represent the future base of regular donors.Blood donation marketing differs from traditional commercial communication: it must inspire altruism, reduce fears, build trust, and educate about the process all without offering a tangible product in return. The research explores motivations, psychological barriers, and media consumption habits of young people, highlighting how digital platforms (especially TikTok, Instagram, YouTube) shape their perceptions and decisions.Based on the literature (which addresses blood donation motivations and barriers, the characteristics of healthcare marketing, and digital strategies targeting young people) I developed a structured questionnaire. The analysis of the responses may provide valuable insights into how blood donation can be made more attractive, understandable, and accessible from the perspective of young people in the future.

Intézmény

Budapesti Gazdasági Egyetem

Kar

['eprint_fieldopt_faculty_mük' not defined]

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	blood donation, Digital marketing, donation marketing, healthcare, Questionnaire
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:45
Utolsó módosítás:	2026. Júl. 09. 11:45

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