TY - JOUR PY - 2023// TI - Refugee awareness of a transformative intervention to increase blood donations JO - Journal of Services Marketing A1 - Polonsky, Michael Jay A1 - Ferdous, Ahmed A1 - Robertson, Nichola A1 - Jones, Sandra A1 - Renzaho, Andre A1 - Telenta, Joanne SP - 138 EP - 154 VL - 37 IS - 2 N2 - PURPOSE This study aims to test the efficacy of the awareness of a transformative health service communication intervention targeted to African refugees in Australia, designed to increase their intentions to participate in blood donation and reduce any identified barriers.

DESIGN/METHODOLOGY/APPROACH Following the intervention launch, a survey was administered to African refugees. The data were analysed with structural equation modelling.

FINDINGS Intervention awareness increases refugees' blood donation knowledge and intentions. Although it has no direct effect on refugees' medical mistrust or perceived discrimination, intervention awareness indirectly reduces medical mistrust. The findings, thus, suggest that the intervention was transformative: it directly and indirectly reduced barriers to refugee participation in blood donation services. Research limitations/implications Limitations include a relatively small sample size, single-country context and measures that address blood donation intentions versus behaviours. Social implications Addressing health service inequities through intervention awareness, via the mere exposure effect, can facilitate refugees' health service participation and inclusion.

ORIGINALITY/VALUE This study contributes to transformative service research and responds to calls to improve individual and community well-being by testing a transformative intervention targeted towards vulnerable consumers. Not all targeted refugees donated blood, but being encouraged to participate in this health service within the host society can foster their greater inclusion.

Language: en

LA - en SN - 0887-6045 UR - http://dx.doi.org/10.1108/JSM-02-2021-0054 ID - ref1 ER -