Jie Q. Weng Yong z. Xu Cheng b. Xie Yun b. Tian Fang Wang Ying Cheng ^*

• Chongqing Blood Center, Chongqing, China

Objective This study explores the effectiveness of new media in enhancing public enthusiasm for voluntary blood donation in the post-pandemic era and proposes effective publicity strategies to promote the sustainability and healthy development of blood donation activities. Methods A questionnaire survey was widely used to collect public opinions and attitudes towards voluntary blood donation. The sample data underwent rigorous reliability and validity analysis to ensure authenticity and reliability. Statistical methods such as correlation analysis and regression analysis were employed to deeply investigate the underlying relationships between factors like new media publicity, emotional value, social recognition, convenience, information reliability, and willingness to donate blood voluntarily. Based on these analyses, a research model was constructed, and relevant hypotheses were verified through empirical methods. Results: The study found that new media publicity may be associated with increasing the willingness of the public to voluntarily donate blood. Survey participants indicated that they were more likely to consider donating blood after exposure to new media publicity. Among these factors, the emotional value and content conveyed by the publicity appeared to be particularly important. Additionally, our research revealed that social recognition, the convenience of blood donation, and the reliability of promotional information seemed to have a direct impact on the public's willingness to donate blood. At the same time, these factors may indirectly promote actual blood donation behavior by enhancing the public's emotional resonance and acceptance of blood donation. Conclusion: This study suggests that new media may play multiple positive roles in promoting voluntary blood donation. Based on these findings, we propose a series of strategic recommendations, including further optimizing publicity content, striving to enhance the public's emotional resonance, improving the reliability of promotional information, and enhancing service convenience. These suggestions aim to potentially raise public awareness and willingness to participate in voluntary blood donation, providing a scientific basis and strong support for the promotion of voluntary blood donation in the post-epidemic era.