DONORS’ MEDIA EXPOSURE, OPINION TOWARDS COMMUNICATION AND INTENTION TO DONATE TO SIRIRAJ FOUNDATION IN COVID-19 PANDEMIC

Abstract

The purpose of this research is to study media exposure and content, communication response, and intentions to donate to the Siriraj Foundation during an Covid-19 Pandemic. This research is a survey research, with samples of 300 individuals who had donated to the Siriraj Foundation using of questionnaires. Research findings show that the respondents mostly are exposed to print media and outdoor media, followed by personal media and online media. Respondents’ opinion towards communication channels through print media, outdoor media, personal media and online media from the Siriraj Foundation were positive towards quality of information content and communication goals. The overall intention of donating to the Siriraj Foundation is high. The respondents mostly plan to donate on a regular basis definitely, followed by their consideration to increase the amount of donations and plans to donate to the Foundation within the next 1 month. Analysis of the relationship between communication exposure and opinion towards Siriraj Foundation shows a positive correlation. In addition, it was also found that the relationship between opinion and donation intentions of Siriraj Foundation donors with positive opinion will have higher intention to donate in the situation of the Covid-19 epidemic.