SOCIAL MEDIA MARKETING AND SOCIAL CONCERN IN BLOOD DONATION

Purpose: The purpose of this study is to analyze how social media and social concern influence repeat blood donation behavior through trust, from a social marketing perspective, in supporting SDG 3: Good Health and Well-Being and sustainable blood supply systems in Indonesia and Malaysia. Methodology: The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. Findings: Social concern and social media have a significant direct effect on repeat blood donation behavior, also significant indirect effect on repeat blood donation through trust as a mediating variable. These results highlight the strategic role of social marketing approaches, whereby social media functions not only as an information channel but also as a marketing tool to strengthen donor relationships, enhance institutional trust, and encourage long-term donor retention. Research limitations: the study focused only on social media, social concern, and trust, while other factors that may influence repeat blood donation—such as personal health conditions, service quality, or previous donation experiences—were not examined. Practical implications: These results offer strategic insights for the Indonesian Red Cross and the Malaysian National Blood Centre to optimize social media utilization through social marketing and relationship marketing strategies, strengthen public trust, and leverage social concern as a motivational driver for long-term donor retention. Social implications: These strategies contribute to the sustainability of blood supply systems by integrating social marketing and relationship marketing approaches, and support the achievement of SDG 3 (Good Health and Well-Being). Originality/value: This study offers a novel integrated model of social media, social concern, and trust in explaining repeat blood donation behavior in Indonesia and Malaysia, contributing to sustainable blood supply management and SDG 3.