SOCIAL MEDIA STRATEGIES FOR ORGAN DONATION IN MALAYSIA: A CONTENT ANALYSIS OF ‘DERMA ORGAN’ FACEBOOK PAGE
DOI:
https://doi.org/10.37231/apj.2024.7.2.554Abstract
Abstract: Organ donation, with its low donation rate and high demands, is undoubtedly one of Malaysia's most important health-related challenges. Despite the government's extensive efforts, little has changed in terms of swaying public opinion to pledge as an organ donor. There is ever-increasing number of people needing transplantation and the organs made available is definitely less. As numerous individuals require transplants, there are obviously fewer available organs to meet the demand. The study aims to contribute towards this issue, focusing on examining the social media strategies used by the government in transmitting the organ donation information as well as persuading Malaysians to pledge as an organ donor. The study intends to make a contribution to this issue by evaluating the social media tactics the government uses to disseminate information about organ donation and encourage Malaysians to sign up as donors. Using qualitative content analysis, information was gathered from the official ‘Derma Organ’ Facebook page. The data has been evaluated and associated to the engagement rates using cognitive, affective and conative message strategies. The analysis resulted with the majority of posts used a cognitive technique, while affective strategy appears to have a greater rate of engagement. To improve the public's desire to commit as an organ donor, more emphasis should be placed on valuing emotive strategy when creating social media content.
Keywords: Affective; cognitive; conative; organ donation; social media strategy.
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