The effect of Social Marketing techniques on Knowledge and Attitude of Health Scholars to Medical Librarianship Services

Hasan Ashrafi-rizi1, Nilofar Hodhodinejad2, Mohammadreza Soleymani3, Leila Shahrzadi4

 

  1. Associate Professor, Health Information Technology Research Center, Isfahan University of Medical Sciences, Isfahan, Iran
  2. Msc.‎, Medical Library and Information Science, Isfahan University of Medical Sciences, Isfahan, Iran
  3. Assistant Professor, Health Information Technology Research Center, Isfahan University of Medical Sciences, Isfahan, Iran
  4. Lecturer, Health Information Technology Research Center, Isfahan University of Medical Sciences, Isfahan, Iran

 

Abstract

Today, by increasing medical research, medical librarians perform an important role between health information and health services.‎ The aim of this study was to determine the effect of Social Marketing techniques on Knowledge and Attitude of health scholars to Medical Librarianship Services.‎ Research method was quasi-experimental and study type was practical.‎ The data collection tool was two research made questionnaires based on knowledge and attitude to four dimensions of social marketing.‎ The study population included all faculty members and students of Isfahan University of Medical Sciences in 1394 that 36 people in each test and control groups were randomly selected.‎ Medical Library and Information Science experts confirmed the validity and reliability by using Cronbach's alpha was obtained respectively, 0.‎82 and 0.‎92.‎ The method of collecting data was in-person and data analyze with SPSS ۲۰  was performed in descriptive and inferential statistics ‪(paired t-test and t-test)‬.‎

The average of knowledge and attitudes of the target population after social marketing intervention has increased significantly.‎ Among the aspects of social marketing, most of the changes was 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-)‎.‎ The 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 to medical librarian services and create a positive attitude among the country's health community

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خیابان هزارجریب، داشگاه علوم پزشکی اصفهان، دانشکده مدیریت و اطلاع رسانی پزشکی، مرکز تحقیقات فناوری اطلاعات در امور سلامت. تلفن: ۰۳۱۳۷۹۲۵۲۰۱

آدرس مرکز تحقیقات جهت ارجاع در مقالات

 

مرکز تحقیقات فناوری اطلاعات در امور سلامت، دانشگاه علوم پزشکی اصفهان، اصفهان، ایران.

 

Health Information Technology Research Center, Isfahan University of Medical Sciences, Isfahan, Iran.‎

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