Volume 19, Issue 65 (10-2016)                   jha 2016, 19(65): 31-42 | Back to browse issues page


XML Persian Abstract Print


Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

Hodhodinezhad N, Ashrafi-rizi H, Shahrzadi L, Soleymani M. Effect of Using Social Marketing Techniques on the Knowledge and Attitudes of Students and Faculty Members of Isfahan University of Medical Sciences to the Medical Librarianship Services. jha. 2016; 19 (65) :31-42
URL: http://jha.iums.ac.ir/article-1-2046-en.html

1- MSc of Medical Library and Information Science, School of Management and Medical Information Science, Health Information Technology Research Center, Isfahan University of Medical Sciences, Isfahan, Iran , hassanashrafi@mng.mui.ac.ir
2- Associate Professor of Medical Library and Information Science Department, School of Management and Medical Information Science, Health Information Technology Research Center, Isfahan University of Medical Sciences, Isfahan, Iran
3- Lecturer of Medical Library and Information Science Department, School of Management and Medical Information Science, Health Information Technology Research Center, Isfahan University of Medical Sciences, Isfahan, Iran
4- Assistant Professor of Medical Library and Information Science Department, School of Management and Medical Information Science, Health Information Technology Research Center, Isfahan University of Medical Sciences, Isfahan, Iran
Abstract:   (909 Views)

Introduction: The purpose of this study was to determine the effect of using social marketing techniques on the knowledge and attitudes of students and faculty members of Isfahan University of Medical Sciences to the Medical Librarianship Services.

Methods: A quasi-experimental method was applied. Data collection was a two researcher made questionnaire based on knowledge and attitude of our aspects of social marketing. The study population included all faculty members and students of Isfahan University of Medical Sciences in 2015.  36 people in each test and control groups were randomly selected. The validity of the questionnaires was confirmed by a panel or medical library experts and reliability of 0.82 and 0.92 by using Cranach’s alpha respectively. Descriptive and inferential statistics method was performed for data analysis.

Results: Average knowledge and attitudes of the target population has increased significantly after social marketing intervention. Among the aspects of social marketing, most of the changes were in knowledge and attitudes (3/7 and 1/6). The changes of awareness in Dimension of accessibility (3.3), the cost of participation (3.1) and communication (8.0) also increased significantly, while the lowest rate of attitude change was in dimension of accessibility (4.0 -) and communication (1 / 0-).

Conclusion: Lack of awareness to medical librarian services, lead to reducing the role of medical and academic libraries. According to the social role of libraries, social marketing is an appropriate way to informing users of medical librarian services and create a positive attitude among the country's health community.

Full-Text [PDF 682 kb]   (504 Downloads)    
Type of Study: Research | Subject: General
Received: 2015/12/24 | Accepted: 2016/09/11 | Published: 2016/09/11

Send email to the article author


© 2015 All Rights Reserved | Journal of Health Administration

Designed & Developed by : Yektaweb