Rational or altruistic: the impact of social media information exposure on Chinese youth’s willingness to donate blood

Background Non-remunerated blood donation is the main approach for various medical institutions to get the source of blood supply, but the blood supply shortage is still a problem in today’s society. Social media has become the main approach of information acquisition for youth groups nowadays, and the information on social media will have an impact on people’s behavioral decisions. The objective of this study was therefore to investigate the correlation between social media exposure to relevant information about blood donation and the willingness of youths to donate blood. Methods We collected data from 455 questionnaires through an online questionnaire and structural equation modeling was constructed for validation. Data were analyzed for reliability, validity, and demographic differences using IBM-SPSS 26.0, and IBM-SPSS-AMOS 26.0 was used for model fit analysis and path analysis. Results The results of the study showed that there was a positive correlation between social media exposure to relevant blood donation information and willingness to donate blood (β = 0.262, p < 0.001), altruism (β = 0.203, p < 0.001) and self-efficacy (β = 0.170, p < 0.001). While there was also a positive correlation between attitude toward blood donation and self-efficacy (β = 0.560, p < 0.001), there was no positive correlation between it and willingness to donate blood (β = −0.180, p = 0.786). There was also a positive correlation between altruism and willingness to donate blood (β = 0.150, p < 0.05) and attitude toward blood donation (β = 0.150, p < 0.001). Similarly, there was a positive correlation between self-efficacy and willingness to donate blood (β = 0.371, p < 0.001). Conclusion Exposure to more information related to blood donation on social media can increase the willingness of the youth population to donate blood, while exposure to information related to altruism and self-efficacy on social media can also enhance young people’s attitudes toward blood donation, while further strengthening their willingness to donate.