Less than 1% of South-Africans donate blood annually. New donors are required, especially from Millennials, who are large in numbers and influential. Being more receptive to social media communications and altruistic, millennials are the hope of safe blood supply. However, the drivers of millennials’ positive attitude and behavioural intentions (BI) towards donating blood need examination. This study used ideas from Social Cognition Theory, Health Belief Model and Theory of Planned Behaviour to examine how social media communications impact blood donation attitudes and behavioural intention through some socio-psychological outcomes among young adult Millennials at a university in South-Africa. Quantitative data was collected from 650 respondents. Structural equation modelling results revealed that social media communications positively impacted awareness, perception, peers, family, and behavioural intention. Motivation, awareness, peers and family positively influenced attitudes, which in turn, predicted blood donation intention. Blood donations agencies and public policy-makers should seek ways to convert Millennials’ positive attitudes and BI into actual blood donation.

每年不到1％的南非人献血。需要新的捐助者，特别是千禧一代的捐助者，他们人数众多且具有影响力。千禧一代更愿意接受社交媒体的交流和利他主义，是安全血液供应的希望。但是，千禧一代对献血的积极态度和行为意图（BI）的驱动因素需要检查。这项研究使用了社会认知理论，健康信念模型和计划行为理论的思想，研究了社交媒体传播如何通过南非一所大学的千禧一代年轻人的社会心理结果，通过一些社会心理结果影响献血态度和行为意图。从650名受访者中收集了定量数据。结构方程建模结果表明，社交媒体传播对意识，知觉，同伴，家庭和行为意图产生了积极影响。动机，意识，同伴和家人对态度产生积极影响，进而预测献血意图。献血机构和公共决策者应寻求方法，将千禧一代的积极态度和商业智能转变为实际的献血。