Search published articles
Showing 11 results for Social Media
Alireza Atarodi, Fahimeh Babalhavaeji,
Volume 1, Issue 4 (3-2015)
Volume 1, Issue 4 (3-2015)
Abstract
Background and Aim: Human Knowledge depends on data and information that is emerged and transffered from different channels. The dessimination process is different from type, form of transfer, and distribution based on information or awareness. This survey compares the librarians and information scienctist’s information transferring capabilities in mass media and social networks.
Methods: This is a cross-sectional survey, descriptive and applied - 94 librarians in the cities of Torbat Heidariyeh and Gonabad. The data was collected by a researcher made questionnaire and the Census method was utilized. Data was analyzed by Wilcakson Test.
Results: Mass media and social networks have their own unique abilities and both are used for information and knowledge transffering. The cost of social media networks is cheaper than media. Most of the participants claim that social networks do a better job of transferring information today.
Conclusion: Media and social networks overlap in most aspects of dissiminating information. In general the strength and capabilities of social networks was much higher than social media. The results will help select a better media and work better in the field of information transferring.
Leila Khalili,
Volume 2, Issue 1 (4-2015)
Volume 2, Issue 1 (4-2015)
Abstract
Background and Aim: University students due to having better media literacy are among the groups that use social networks more. Aim of this research was to study the use of social networks by university students based on demographic and educational variables.
Method: This quantitative applied research utilized survey design. Data collection instrument was a questionnaire developed by the investigator. Validity of questionnaire was evaluated by expert colleagues and samples of respondents. Reliability of tool was tested by Spilt Half reliability. Population of the study was 4524 undergraduate students of Azarbaijan Shahid Madani University. The sample size was 393 students. Descriptive statistics (percent, frequency and mean) and inferential nonparametric statistics (Spearman,Mann-Whitney and Kruskal Wallis) was used in order to analysis data. SPSS17 was used to analysis the data and Excel was used to draw the charts.
Results: Majority of the students used social networks. Viber and Line was the most preferred social networks. Daily average use of social networks was 140 minutes. The most important reason of using social networks was fun. Friends of respondents in social networks were mostly the face to face visited individuals. Hand-phone was the important medium used in social networks. According to the majority of students validity of information in social networks was not valid. There was significant correlation between proportion of social network use and Grade Point Average (GPA), number of friends in social networks and features of information in social networks. There was significant difference in use of social networks between students of four studied domains.
Conclusion: Usage of social networks is usual among university students. Students almost used social networks as a medium for fun and communication. The students with higher GPA used social networks fewer.
Marzieh Morovati, Mohammadamin Erfanmanesh,
Volume 2, Issue 3 (12-2015)
Volume 2, Issue 3 (12-2015)
Abstract
Background and Aim: According to the social media development in libraries and necessity of social media literacy for librarians, the aim of this study was to elucidate the viewpoints and experiences of librarians about social media literacy. Also, strategies for increasing librarians' social media literacy was suggested.
Method: A qualitative study with University librarians in Sistan district was performed using interview method. Fourteen out of 40 university librarians were studied using convenience sampling method. Content analysis approach was used to analyze data.
Results: Themes such as "Network awareness, proper incorporation and understanding of social media, observance of copyright law and personal privacy, critical and evaluative use, exchange of information, and targeted use," were derived from findings. Librarians accentuated the importance of social media literacy education.
Conclusion: Planning for formal and informal instruction of social media literacy as an essential part of information society should be pursued thoroughly. Social media literacy culture requires to be promoted. Attention to the production of practical works in social media literacy field is essential, especially among librarians
Shiva Yari,
Volume 3, Issue 1 (6-2016)
Volume 3, Issue 1 (6-2016)
Abstract
Background and Aim: Social media because of its interactive nature and the fact that it is being free of charge is widely used in libraries. Web 2.0 is a tool that offers permanent connection every time and offers educational programs without limitations of place and time. But what is included in social media application in public libraries and what obstacles and problems are there in the way of using these tools in libraries. So, the main objective was to survey librarians’ viewpoints in Kermanshah on social media and obstacles that exists in its use.
Method: This is a qualitative research using insightful interviews. 27 librarians in Kermanshah public libraries took part in the study. Sampling was done in a systematic method and continued until the saturation of information. Data analysis was done with information gathering in a subject analysis approach.
Results: Data analysis leading to extraction of 47 sub-subjects, 9 main subjects and two general categories including: Applications, obstacles and problems. 7 main subjects identified in category of applications: Publication, scientific connection and promotion, position promotion, utilization of services and use of library, improvement of processes, recognition and gaining of support. Also, in the category of personal problems, obstacles and non-personal problems two main subjects were identified.
Conclusion: Due to the immensity and diversity of public libraries services for divergent users, social media have an additional and diverse applications. Also, because of socio- economic, cultural and social conditions in public libraries, there are numerous obstacles in use of these tools. However, with the exclusion of obstacles - in reaching the objectives of public libraries - promotion of citizens' per study could optimize applications of social media as a influential tool
Mohammad Amin Erfnmanesh, Elahe Hosseini,
Volume 4, Issue 3 (12-2017)
Volume 4, Issue 3 (12-2017)
Abstract
Objective: Although citation-based metrics have extensively been used for research evaluation and scientific impact, in recent years social media metrics have also introduced as alternative indicators. This research aims to investigate the presence and attentions received by scientific output of Iran in social media tools.
Research Methods: The current study is an applied research using altmetric and scientometric indicators. A total of 43076 documents which specified Iran as their affiliated country and indexed by Scopus in 2015, were selected as the population of the study. Findings: Results of the study showed relatively low altmetric coverage for scientific output of Iran, with only 5840 documents (13.55%) were mentioned at least once in social media.platforms. These documents have received 28517 mentions in 14 sources of attention, of which Mendeley makes up the highest share (87%), followed by Twitter (77.91%) and Facebook (17.87%). Studying the temporal trend of mentions showed that the highest share of attentions received mainly soon after publishing and then tended to demonstrate a decreasing trend. Almost half of the publications (49.24%) with altmetric score were published in medical sciences area. Moreover, scientific output published through international research collaboration showed higher altmetric scores compared with the mean altmetric score of the country.
Conclusion: Iranian researchers need to know more about the potential and advantages of social media tools in dissemination of scholarly output and evaluation of research impact.
Hossein Norouzi, Negin Maleki, Sajad Abdolahpour,
Volume 5, Issue 4 (3-2019)
Volume 5, Issue 4 (3-2019)
Abstract
Background and Aim: Today, the physical presence and traditional advertising in order to compete in the market of many businesses, especially the banking industry, is not enough, and the era of competition has tended to be digital or online. The purpose of this study is to investigate the effect of social media brand engagement on brand equity, with emphasis on the moderating role of trust and its impact on brand performance among the customers of the Bank Melli Iran of Tehran Province.
Methods: In terms of the objective, the study is a descriptive work and survey in nature, an applied work in terms of usage, and a correlation work in terms of implementation. In this regard, 385 customers of the Bank Melli Iran of Tehran province responded to the questionnaire by multi-stage cluster sampling.
Results: The results of the research showed that all the factors of identity, information availability, entertainment, personalized advertisements and brand affiliation have a positive and significant effect on social media brand engagement. The results also showed that social media brand engagement have a positive and significant effect on brand equity and brand equity on brand performance. In the end, the results showed that the trust variable in the relationship between social media brand engagement and brand equity has a moderating role.
Conclusion: In order to enhance the brand performance of the Bank Melli Iran, paying attention to engaging customers through social media and increasing their trust in influencing brand engagement and brand equity is important.
Seyed Mehdi Mirmehdi, Mr Fakhreddin Jafari,
Volume 8, Issue 3 (11-2021)
Volume 8, Issue 3 (11-2021)
Abstract
Purpose: The purpose was to investigate the effect of excessive use of social media in the workplace on employees' job performance.
Methodology: This study is an applied research. Population includes all government employees through Nov. 2020 to April 2021. A 19-item questionnaire was used to collect and assess the current situation. Validity and reliability was confirmed. Structural equations have been used to investigate the relationships between the components of the model. LISREL software was used to examine the hypotheses.
Findings: Findings have shown that excessive social use (rendering t-statistic of 4.24) and excessive cognitive use of social media in the workplace (according to t-statistic of 2.92 ) have a positive relationship with media fatigue, but hedonistic use has no effect on social media fatigue. Social media fatigue also has a positive relationship with employees' job performance (Based on t-statistic of 7.13). Also, according to z statistic (2.70) social media fatigue plays a mediating role in the relationship between excessive cognitive use of social media in the workplace and employees' job performance. Further, social media fatigue has a mediating role (giving z statistic of 3.64) in the relationship between excessive social use of social media in the workplace and employees' job performance. But social media fatigue does not mediate the effect of hedonistic use on employees' job performance.
Conclusion: Conferring unnecessary use of social media includes three dimensions. The role of these dimensions in influencing fatigue and job performance was examined and it was found that each of these dimensions has a different effect on fatigue and job performance. Therefore, this issue helps to theoretically understand the relationship between excessive use of social media and job performance, as well as for managers to formulate policies related to t
The Role of Communication Apprehension and expression of the true self in Using Instagram and Selfie
Mahmoud Pouyanfar, Dr Mohammadreza Kiani, Dr Mohammadjavad Hashemzadeh,
Volume 10, Issue 1 (6-2023)
Volume 10, Issue 1 (6-2023)
Abstract
purpose: The main purpose of this study is to investigate the role of the Expression of the True Self in the use of Instagram and selfies.
Methodology: This correlational study used 4 questionnaires "Communication Apprehension", "Authenticity Inventory Scales", "Instagram Use" and "Taking a Selfie" (online) in a random sample of undergraduate students at the University of Birjand (357 participants).
Findings: Communication Apprehension and selfie use were higher in women than men, but the age of the participants had no role in the variables. Instagram Use was above average and sending selfies and edited selfies was below average. With the increase of most of the studied psychological variables, the use of Instagram, selfies, and edited selfies increased. However, with the increase in communication Apprehension, the Expression of the True Self on Instagram decreased.
Conclusion: In our study population, most people have a greater tendency to introvert and do not want to show themselves. Using Instagram may help reduce communication fears. People with high communication phobia experience more fear or anxiety in their relationships than others, so these people are more likely to avoid experiencing fear or anxiety in their relationships with others. Expression of the True Self in selfies is directly related to one's characteristics, but the expression of the True Self on Instagram is not necessarily related to one's characteristics.
Methodology: This correlational study used 4 questionnaires "Communication Apprehension", "Authenticity Inventory Scales", "Instagram Use" and "Taking a Selfie" (online) in a random sample of undergraduate students at the University of Birjand (357 participants).
Findings: Communication Apprehension and selfie use were higher in women than men, but the age of the participants had no role in the variables. Instagram Use was above average and sending selfies and edited selfies was below average. With the increase of most of the studied psychological variables, the use of Instagram, selfies, and edited selfies increased. However, with the increase in communication Apprehension, the Expression of the True Self on Instagram decreased.
Conclusion: In our study population, most people have a greater tendency to introvert and do not want to show themselves. Using Instagram may help reduce communication fears. People with high communication phobia experience more fear or anxiety in their relationships than others, so these people are more likely to avoid experiencing fear or anxiety in their relationships with others. Expression of the True Self in selfies is directly related to one's characteristics, but the expression of the True Self on Instagram is not necessarily related to one's characteristics.
Zahra Poorpir, Mohammadreza Kiyani, Mohammad Ali Rostaminegad, Seyyed Ebrahim Hosseini Zargaz,
Volume 10, Issue 2 (9-2023)
Volume 10, Issue 2 (9-2023)
Abstract
Introduction and Objective: Covid-19 is an infectious respiratory disease that, like other infectious diseases, has affected people's health. As an important source for obtaining health information, social media have made a major contribution in meeting the need for information about Covid-19. The role of people's health information-seeking behavior is important in disease management and control, and it has an impact on the health of the society in the future.
Methodology: This research was practical and survey type. Statistical population, all students were studying at Birjand University at the time of the study. Sampling was done based on proportional classification random sampling (370 people). The research tool was a researcher-made questionnaire. The validity of the questionnaire was measured by using the opinions of experts and experts in information science, epistemology and medical sciences, and its reliability was measured using Cronbach's alpha (0.897).
Findings: The findings of the research showed that students used more search engines, foreign social networks and news media to get information about Covid-19 than reliable sources such as official specialized medical websites. Telegram and Instagram were the most used. They paid more attention to news related to covid-19 and preventive behaviors than getting information about treatment methods. The amount of negative and positive consequences of obtaining information about this disease on students was less than expected and among the components of information-seeking behavior, they paid the least attention to information sharing. In the field of aspects related to Covid-19, they paid the most attention to the educational aspect and the least attention to the political aspect.
Conclusion: Information and realizing its value and importance in human life today, leads to the concern of how to access the required information from among the multitude of available information. Information-seeking behavior follows the need for information, which includes activities such as information search, search tools, the type of information sought, search problems, and factors affecting it. Since the need for health information due to the spread of the Covid-19 disease creates concerns. Therefore, it leads to health information-seeking behavior, which includes actions related to searching and finding health-related problems, information about diseases, risk factors, and health promotion (Jalilian et al., 2021). In the course of searching for information, a person may use a manual information system or a computer-based system (Wilson, 2000).
Social media, as a platform that provides a lot of information, including health-related information, has been distinguished from other information systems due to components such as quick and easy access, interactive and comprehensible, and convenience. In the process of health information seeking behavior, the role of social media as a tool for searching for information and its effect on people's behavior is important (Liu, 2020). The types of information about which the search helps to meet the need for information and curiosities in the midst of this pandemic, information such as news related to Covid-19 (the number of patients and deaths), preventive behaviors (washing hands regularly, wearing masks) , vaccination, etc.) and various medical methods and related drugs.
Covid-19 is a respiratory disease caused by the corona virus and spread in late 2019. The Corona pandemic was declared by the World Health Organization as a public health emergency (Jalilian et al., 2021). This epidemic prompted scientists in different disciplines to investigate various issues arising from this phenomenon (Shehata, 2020). Access to health information is essential for any country and this is more important in developing countries where health challenges are more (Ankama et al., 2021). Progress in the prevention of Covid-19 is partially dependent on understanding the process of health information seeking behavior and its tools. To promote effective health knowledge, behavior change must be done at the individual level, and health messages must be accurate, transparent, and comprehensible. Also, be available and appropriate to the cultural environment of the society (Jalilian et al., 2021). Due to the epidemic nature of this disease and its unexpected consequences, the role of people and their information behaviors in fighting and controlling this disease is very important (Ostadi, 2019).
The main variables of the research included: the amount of use of each type of social media, the amount of use of each type of social network, the types of information obtained, the amount of negative and positive consequences of obtaining information about Covid-19, the amount of each From health information seeking behaviors and aspects related to covid 19.
To carry out the research, the researcher-made questionnaire was used as a data collection tool. This questionnaire was compiled in two parts based on the objectives and questions of the research. The first part includes questions related to the objectives of the research, and in the second part, three questions are asked about the personal characteristics of the respondents.
This questionnaire had 42 items and was measured in 7 variables, which are: social media (items 1-9), social networks (items 10-16), types of information obtained (item 17-21), negative consequences of information acquisition (items 22-26), positive consequences of information acquisition (items 27-33), types of health information-seeking behavior (items 34-37) and related dimensions with covid 19 (items 42-38). The mentioned questionnaire was distributed among the statistical population after checking and testing the validity and reliability. In this research, in order to measure the content validity of the questionnaire, the questions of the questionnaire were prepared by studying and reviewing related study sources, and then using the opinions of experts and experts in information science, philology, and medical sciences, they were reviewed and modified.
Out of a total of 224 respondents, that is, 58% of the people were women and 162 of them, equal to 42%, were men. Students in the study field of humanities with 167 people (43%) have the highest frequency among the respondents. After that, engineering science group with 112 people (29 percent), basic science group with 63 people (16 percent) and agricultural science group with 44 people (12 percent) respectively.
The number of respondents in the undergraduate level was the highest with 319 people (83 percent), as well as 47 people (12 percent) in the master's degree and 20 people (5 percent) in the doctoral level.
In the social media variable, the results showed that the average amount of social media use was generally lower than average. In the components of official medical websites, doctors' websites, unofficial websites, internal social networks, Wikipedia and encyclopedias, discussion groups and forums are also less than It was average. According to Zhang and Zhao (2017) and Haider et al. (2009), concern about the quality of information reduces the amount of social media use and consumer participation.
In the variable of social networks, the findings show that the average amount of use of the variable of social networks was generally lower than the average. Due to the filtering of YouTube, Twitter, and Clubhouse platforms, their use was quite logically lower than average. In the components of the Telegram and Instagram platforms, the average amount of use was more than average. The researchers' field observations of the users' use of these networks are consistent with the obtained results, as a result, the use of social networks due to their accessibility and the widely used role of mobile phone technology today is a source of information dissemination and information acquisition. Since the specialized information on websites and official sources is valuable, it is necessary to pay attention to the reason why they are not given much attention, and it should be carefully rooted and investigated.
The search rate of Birjand University students regarding each type of health information about Covid-19, the research indicates that, in general, the search rate in the variable of types of information about Covid-19 was equal to the average. But in the components of news related to Covid-19, preventive behaviors were more than average. Since the purpose of searching users during the Covid-19 pandemic was to deal with the said disease; Therefore, the results refer to the consumption of health information related to the news of Covid-19 and various preventive behaviors, because obtaining health information about each of the information related to Covid-19 is important in the process of managing and controlling this disease.
The rate of negative consequences of acquiring information about Covid-19 was below average. Also, in all components of worry, anxiety, lack of trust in information, confusion and confusion, and cognitive avoidance were also below the average level. What causes worry and anxiety in people is often lack of awareness and lack of ability to manage a crisis. In Nakheizadeh's new research (2019), the level of anxiety caused by covid-19 was high, as Nakheizadeh's study shows, his research is related to the early period of the corona epidemic. What is remarkable at the beginning of the matter, with the indiscriminate spread and the lack of sufficient and correct information about this disease, as well as the lack of a related vaccine, the influx of this amount of anxiety and worry among people can be considered normal. Moreover, the data of the current research was collected after about two years of the corona virus, when the students were in the approximate routine of life before the corona virus, right at the same time as face-to-face education in the university, and this change in the results can be completely logically explained. Justified. Also, the study of Bigdali et al. (2013) also expressed the positive view of users towards health information on the web. Montsi (2020) also stated that even receiving fake information does not affect people's physical or mental health, and its results are completely intangible, which can be roughly generalized to the results of this research and considered consistent.
In the variable of positive outcomes of acquiring information about Covid-19, it was below average. Also, in the components of the ability to recognize the need for information, search skills, the spirit of cooperation and information sharing, and the promotion of critical thinking, it was also below average. Also, in the components of knowledge of information sources and ability to evaluate information sources, it was equal to the average level. As a result, considering that in some components of the skill of recognizing the need for information and the ability to evaluate information sources, their average score was equal to the average level, which indicates that their health literacy is average; Because the results are consistent with the acquisition of their health information sources (social networks), so it is in line with the results of Apok and Ellis.
The average rate of performing various types of information-seeking behavior about Covid-19 was higher than average. Also, in the components of information search, identifying the need for information and changing health and treatment behavior, seeking more information was more than average. In the information sharing component, the average score of this component was equal to the average; Considering that the sources of obtaining health information about this disease are basically the media and social networks. What emerges from the evidence is that following a crisis or problem related to health and feeling the need for related information, people start searching for related sources and if it is noticeable, their health information seeking behavior is an increasing trend. has it. Therefore, the present study is consistent with all previous studies.
The results of the present study show that the average of information acquisition in the variable of information dimensions related to Covid-19 was higher than the average and also in all components, including dimensions related to health, economic, political, social and educational, the average score was higher. It was average. In other words, the findings show the students' concerns about each of the dimensions related to economy, health, politics, social justice, and especially about education and concerns about holding classes, not having the necessary infrastructure in an optimal way. In some people, lack of concentration and anxiety is caused by the situation.
The findings showed that the most sources of obtaining health information for students of Birjand University are search engines, foreign social networks and news media, and they paid less attention to reliable media such as official specialized medical websites. Also, the results point to the important and prominent role of Telegram and Instagram platforms. In addition, what the studied community sought to obtain information about covid-19 was mostly preventive behaviors and news related to covid-19 rather than its treatment methods. Also, the results showed that the health information-seeking behavior of Birjand University students has generally increased during this pandemic; But they have done the behavior of sharing information related to Covid less. Meanwhile, the role of dimensions related to Covid-19, including dimensions related to health, economic, political, social and educational, and obtaining information about each of these dimensions was of great importance for students, and the most important aspect for them was the educational dimension. .
The results showed that women used reliable sources such as official specialized medical websites and news media compared to men, and men used social networks (Telegram, Instagram, Twitter and YouTube) and search engines to get information about Covid. 19 have used. The influence of the role of gender showed that women are more interested in obtaining all kinds of information about this disease, and also paid more attention to the negative consequences of women; After creating negative consequences in women, they sought to obtain information about preventive behaviors. Because a significant relationship has been established between negative consequences and preventive behaviors in past studies. In addition, the role of gender had no effect on the positive outcomes and dimensions related to Covid-19, except for the economic dimension component. The field of study and level of study did not make a significant difference in the research variables. Based on this, it is suggested to hold training courses to improve the quality and awareness of health information literacy in social networks and news media for students of different levels. Also, policy makers and decision makers should pay more attention to providing authentic information on social media for the audience. Social networks and internal messengers should be adapted in the field of providing health information. Future researches can examine the subject of study in other societies and use different research methods to collect data or analyze findings.
Methodology: This research was practical and survey type. Statistical population, all students were studying at Birjand University at the time of the study. Sampling was done based on proportional classification random sampling (370 people). The research tool was a researcher-made questionnaire. The validity of the questionnaire was measured by using the opinions of experts and experts in information science, epistemology and medical sciences, and its reliability was measured using Cronbach's alpha (0.897).
Findings: The findings of the research showed that students used more search engines, foreign social networks and news media to get information about Covid-19 than reliable sources such as official specialized medical websites. Telegram and Instagram were the most used. They paid more attention to news related to covid-19 and preventive behaviors than getting information about treatment methods. The amount of negative and positive consequences of obtaining information about this disease on students was less than expected and among the components of information-seeking behavior, they paid the least attention to information sharing. In the field of aspects related to Covid-19, they paid the most attention to the educational aspect and the least attention to the political aspect.
Conclusion: Information and realizing its value and importance in human life today, leads to the concern of how to access the required information from among the multitude of available information. Information-seeking behavior follows the need for information, which includes activities such as information search, search tools, the type of information sought, search problems, and factors affecting it. Since the need for health information due to the spread of the Covid-19 disease creates concerns. Therefore, it leads to health information-seeking behavior, which includes actions related to searching and finding health-related problems, information about diseases, risk factors, and health promotion (Jalilian et al., 2021). In the course of searching for information, a person may use a manual information system or a computer-based system (Wilson, 2000).
Social media, as a platform that provides a lot of information, including health-related information, has been distinguished from other information systems due to components such as quick and easy access, interactive and comprehensible, and convenience. In the process of health information seeking behavior, the role of social media as a tool for searching for information and its effect on people's behavior is important (Liu, 2020). The types of information about which the search helps to meet the need for information and curiosities in the midst of this pandemic, information such as news related to Covid-19 (the number of patients and deaths), preventive behaviors (washing hands regularly, wearing masks) , vaccination, etc.) and various medical methods and related drugs.
Covid-19 is a respiratory disease caused by the corona virus and spread in late 2019. The Corona pandemic was declared by the World Health Organization as a public health emergency (Jalilian et al., 2021). This epidemic prompted scientists in different disciplines to investigate various issues arising from this phenomenon (Shehata, 2020). Access to health information is essential for any country and this is more important in developing countries where health challenges are more (Ankama et al., 2021). Progress in the prevention of Covid-19 is partially dependent on understanding the process of health information seeking behavior and its tools. To promote effective health knowledge, behavior change must be done at the individual level, and health messages must be accurate, transparent, and comprehensible. Also, be available and appropriate to the cultural environment of the society (Jalilian et al., 2021). Due to the epidemic nature of this disease and its unexpected consequences, the role of people and their information behaviors in fighting and controlling this disease is very important (Ostadi, 2019).
The main variables of the research included: the amount of use of each type of social media, the amount of use of each type of social network, the types of information obtained, the amount of negative and positive consequences of obtaining information about Covid-19, the amount of each From health information seeking behaviors and aspects related to covid 19.
To carry out the research, the researcher-made questionnaire was used as a data collection tool. This questionnaire was compiled in two parts based on the objectives and questions of the research. The first part includes questions related to the objectives of the research, and in the second part, three questions are asked about the personal characteristics of the respondents.
This questionnaire had 42 items and was measured in 7 variables, which are: social media (items 1-9), social networks (items 10-16), types of information obtained (item 17-21), negative consequences of information acquisition (items 22-26), positive consequences of information acquisition (items 27-33), types of health information-seeking behavior (items 34-37) and related dimensions with covid 19 (items 42-38). The mentioned questionnaire was distributed among the statistical population after checking and testing the validity and reliability. In this research, in order to measure the content validity of the questionnaire, the questions of the questionnaire were prepared by studying and reviewing related study sources, and then using the opinions of experts and experts in information science, philology, and medical sciences, they were reviewed and modified.
Out of a total of 224 respondents, that is, 58% of the people were women and 162 of them, equal to 42%, were men. Students in the study field of humanities with 167 people (43%) have the highest frequency among the respondents. After that, engineering science group with 112 people (29 percent), basic science group with 63 people (16 percent) and agricultural science group with 44 people (12 percent) respectively.
The number of respondents in the undergraduate level was the highest with 319 people (83 percent), as well as 47 people (12 percent) in the master's degree and 20 people (5 percent) in the doctoral level.
In the social media variable, the results showed that the average amount of social media use was generally lower than average. In the components of official medical websites, doctors' websites, unofficial websites, internal social networks, Wikipedia and encyclopedias, discussion groups and forums are also less than It was average. According to Zhang and Zhao (2017) and Haider et al. (2009), concern about the quality of information reduces the amount of social media use and consumer participation.
In the variable of social networks, the findings show that the average amount of use of the variable of social networks was generally lower than the average. Due to the filtering of YouTube, Twitter, and Clubhouse platforms, their use was quite logically lower than average. In the components of the Telegram and Instagram platforms, the average amount of use was more than average. The researchers' field observations of the users' use of these networks are consistent with the obtained results, as a result, the use of social networks due to their accessibility and the widely used role of mobile phone technology today is a source of information dissemination and information acquisition. Since the specialized information on websites and official sources is valuable, it is necessary to pay attention to the reason why they are not given much attention, and it should be carefully rooted and investigated.
The search rate of Birjand University students regarding each type of health information about Covid-19, the research indicates that, in general, the search rate in the variable of types of information about Covid-19 was equal to the average. But in the components of news related to Covid-19, preventive behaviors were more than average. Since the purpose of searching users during the Covid-19 pandemic was to deal with the said disease; Therefore, the results refer to the consumption of health information related to the news of Covid-19 and various preventive behaviors, because obtaining health information about each of the information related to Covid-19 is important in the process of managing and controlling this disease.
The rate of negative consequences of acquiring information about Covid-19 was below average. Also, in all components of worry, anxiety, lack of trust in information, confusion and confusion, and cognitive avoidance were also below the average level. What causes worry and anxiety in people is often lack of awareness and lack of ability to manage a crisis. In Nakheizadeh's new research (2019), the level of anxiety caused by covid-19 was high, as Nakheizadeh's study shows, his research is related to the early period of the corona epidemic. What is remarkable at the beginning of the matter, with the indiscriminate spread and the lack of sufficient and correct information about this disease, as well as the lack of a related vaccine, the influx of this amount of anxiety and worry among people can be considered normal. Moreover, the data of the current research was collected after about two years of the corona virus, when the students were in the approximate routine of life before the corona virus, right at the same time as face-to-face education in the university, and this change in the results can be completely logically explained. Justified. Also, the study of Bigdali et al. (2013) also expressed the positive view of users towards health information on the web. Montsi (2020) also stated that even receiving fake information does not affect people's physical or mental health, and its results are completely intangible, which can be roughly generalized to the results of this research and considered consistent.
In the variable of positive outcomes of acquiring information about Covid-19, it was below average. Also, in the components of the ability to recognize the need for information, search skills, the spirit of cooperation and information sharing, and the promotion of critical thinking, it was also below average. Also, in the components of knowledge of information sources and ability to evaluate information sources, it was equal to the average level. As a result, considering that in some components of the skill of recognizing the need for information and the ability to evaluate information sources, their average score was equal to the average level, which indicates that their health literacy is average; Because the results are consistent with the acquisition of their health information sources (social networks), so it is in line with the results of Apok and Ellis.
The average rate of performing various types of information-seeking behavior about Covid-19 was higher than average. Also, in the components of information search, identifying the need for information and changing health and treatment behavior, seeking more information was more than average. In the information sharing component, the average score of this component was equal to the average; Considering that the sources of obtaining health information about this disease are basically the media and social networks. What emerges from the evidence is that following a crisis or problem related to health and feeling the need for related information, people start searching for related sources and if it is noticeable, their health information seeking behavior is an increasing trend. has it. Therefore, the present study is consistent with all previous studies.
The results of the present study show that the average of information acquisition in the variable of information dimensions related to Covid-19 was higher than the average and also in all components, including dimensions related to health, economic, political, social and educational, the average score was higher. It was average. In other words, the findings show the students' concerns about each of the dimensions related to economy, health, politics, social justice, and especially about education and concerns about holding classes, not having the necessary infrastructure in an optimal way. In some people, lack of concentration and anxiety is caused by the situation.
The findings showed that the most sources of obtaining health information for students of Birjand University are search engines, foreign social networks and news media, and they paid less attention to reliable media such as official specialized medical websites. Also, the results point to the important and prominent role of Telegram and Instagram platforms. In addition, what the studied community sought to obtain information about covid-19 was mostly preventive behaviors and news related to covid-19 rather than its treatment methods. Also, the results showed that the health information-seeking behavior of Birjand University students has generally increased during this pandemic; But they have done the behavior of sharing information related to Covid less. Meanwhile, the role of dimensions related to Covid-19, including dimensions related to health, economic, political, social and educational, and obtaining information about each of these dimensions was of great importance for students, and the most important aspect for them was the educational dimension. .
The results showed that women used reliable sources such as official specialized medical websites and news media compared to men, and men used social networks (Telegram, Instagram, Twitter and YouTube) and search engines to get information about Covid. 19 have used. The influence of the role of gender showed that women are more interested in obtaining all kinds of information about this disease, and also paid more attention to the negative consequences of women; After creating negative consequences in women, they sought to obtain information about preventive behaviors. Because a significant relationship has been established between negative consequences and preventive behaviors in past studies. In addition, the role of gender had no effect on the positive outcomes and dimensions related to Covid-19, except for the economic dimension component. The field of study and level of study did not make a significant difference in the research variables. Based on this, it is suggested to hold training courses to improve the quality and awareness of health information literacy in social networks and news media for students of different levels. Also, policy makers and decision makers should pay more attention to providing authentic information on social media for the audience. Social networks and internal messengers should be adapted in the field of providing health information. Future researches can examine the subject of study in other societies and use different research methods to collect data or analyze findings.
Dr Roya Hejazinia, Somayeh Ahmadi,
Volume 10, Issue 3 (11-2023)
Volume 10, Issue 3 (11-2023)
Abstract
Introduction: In contemporary society, the pervasive integration of information technology into the fabric of human existence has become a focal point for many healthcare service providers. This phenomenon has ignited significant interest and exploration, primarily due to the widespread embrace of innovative service models within the health sector. The advent of information technology has ushered in a transformative era, redefining the landscape of healthcare delivery. Adopting novel service styles has emerged as a cornerstone in enhancing the efficiency, accessibility, and overall quality of healthcare services. Electronic health records, telemedicine, and health monitoring applications are myriad manifestations of this technological revolution. These advancements streamline administrative processes and facilitate seamless communication between healthcare professionals and patients. Moreover, integrating data analytics and artificial intelligence has empowered healthcare providers with valuable insights, enabling personalized and proactive approaches to patient care. As technology advances, the symbiotic relationship between information technology and healthcare is poised to revolutionize the industry, fostering a future where precision medicine, remote patient monitoring, and virtual consultations become integral components of a patient-centric and technologically enriched healthcare ecosystem. This paradigm shift holds the promise of not only improving health outcomes but also democratizing access to quality healthcare services on a global scale. Among the various information technology facilities, social media, particularly social networks, is increasingly utilized by individuals and groups of varying types. Despite crises like the COVID-19 pandemic, service providers have been compelled to offer non-presential services by leveraging information technology platforms.
Providing non-presential services, especially in the healthcare sector, plays a crucial role in crises and significantly influences the effectiveness of crisis management. This is evident in how these services efficiently address emerging healthcare needs. Social media, a prominent aspect of information technology, enjoys widespread popularity among individuals from diverse age groups. The extensive reach of social media platforms across various age demographics highlights their pervasive influence and underscores their potential as assertive communication and information dissemination tools during crises. The broad user base of these platforms further enhances their effectiveness in reaching and engaging different segments of the population, thus amplifying their impact on crisis communication and management strategies. The provision of services in a non-presential manner has become increasingly important, particularly in the health and hygiene sector. This is especially true in developing countries with significant disparities in healthcare facilities and uneven access to relevant amenities and professionals. Given the high influence of social media among diverse groups, delivering services through social media platforms has become imperative.
In developing nations, social media platforms are often more accessible and user-friendly than other information technology facilities. As a result, these platforms can serve as practical tools for delivering health services. Addressing these countries' requirements and prerequisites for implementing this technology can significantly contribute to successfully establishing Electronic Health 2.0 services. The current study presents a framework for identifying the requirements for delivering health services through social media platforms (Electronic Health 2.0) in developing countries.
of thematic analysis involved becoming familiar with the data through extensive readings of the text, identifying noteworthy codes by the researcher, generating preliminary codes, transforming the initial codes into organizing Methods: This study was carried out utilizing a qualitative methodology. Thematic analysis was applied to analyze the data at three hierarchical levels: fundamental, organizing, and all-encompassing themes. The process themes, revisiting the codes, and categorizing them into overarching themes. Ultimately, a report presentation was drafted. Moreover, MAXQDA10 software was used for coding to facilitate the data analysis. The research took place over five months (from February 2021 to July 2021) in Iran, a developing country. The necessary data were collected through semi-structured interviews using purposive sampling from a population of IT professionals and researchers in electronic health. This group of experts had criteria such as research experience, academic background (relevant qualifications) , and a work history of over three years in information technology and electronic health. Individuals meeting at least two out of the three criteria were selected from this group. Additionally, the purposive sampling method was employed for the sampling process. Considering theoretical saturation in the twentieth interview and conducting two more interviews to ensure the results, a sample size of 22 participants was deemed sufficient to access the research data effectively.
Findings: In the initial phase, 70 fundamental themes were derived from the analysis of interviews. Subsequently, foundational codes were organized into 13 organizing themes and categorized into five overarching themes. The research results indicate that the requirements for providing healthcare services in the realm of social media (Electronic Health 2.0) for developing countries encompass infrastructural necessities (hardware provisioning and development, software provisioning and development, security provisioning, and data features) , organizational aspects (individual-level and managerial-level issues) , environmental considerations (attention to complexities, institutionalization, and development of the information society) , operational factors (provision and development of regulations, research execution, and development) , and communicative elements (development of interaction and participation, and access development).
The technical requirements for developing Electronic Health 2.0 services in developing countries encompass infrastructure needs, particularly information technology. This is the basis for delivering services in the Electronic Health 2.0 domain. Addressing and developing various hardware requirements for Electronic Health 2.0 services, such as using local data centers for storage, having backup equipment for potential failures, improving bandwidth through fiber optic network development to enhance internet access, facilitating communication tools like smartphones, and emphasizing the use of information systems among healthcare providers are critical hardware needs for Electronic Health 2.0. Providing various applications for developing Electronic Health 2.0 capabilities, such as intelligent domain software for data analysis and service provision based on user activity history, utilizing local social networks for better management and control, and promoting user engagement in these networks, as well as leveraging the latest software advancements like IPv6 and 4G and 5G networks, will have a significant impact. In pursuing Electronic Health 2.0 services, seamless data and information transfer in all formats is essential. Ensuring accurate and up-to-date data transmission requires meticulous attention. Safeguarding data integrity from unauthorized changes is crucial. Security is a paramount requirement in the development of Electronic Health 2.0. The foundation of social media platforms poses significant risks to security and privacy. Therefore, deploying identity verification systems and data encryption is instrumental in preventing unauthorized access. Educating users about security issues, such as social engineering phenomena and various types of malware, is vital.
Environmental requirements for developing Electronic Health 2.0 services in developing countries include community preparedness and strategies for institutionalizing these services. Institutionalization involves fostering trust, diverse media advertising, altering user perceptions, facilitating easy and swift access, delivering services according to user experiences, and creating a positive service experience. These efforts culminate in the institutionalization of Electronic Health 2.0 services. One of the critical requirements in developing Electronic Health 2.0 is establishing an information society. This involves educating various groups, especially healthcare specialists, to share their information on the Electronic Health 2.0 platform. Encouraging collaboration and sharing information to control information asymmetry contributes to developing an information society. The dynamic environment, characterized by constant technological advancements, poses challenges that require adaptive strategies. Aligning with new changes, addressing economic pressures, delivering cost-effective healthcare services, and relying on local health experts to manage political conditions, such as sanctions, can effectively address these complexities.
The operational requirements for developing Electronic Health 2.0 in developing countries include preparing the necessary legal infrastructure and conducting feasibility research. As Electronic Health 2.0 moves towards a virtual space, designing long-term and short-term programs, revising or formulating new laws, and communicating changes clearly to users become pivotal. Establishing communication standards and guideline principles is highly significant. Research activities and leveraging successful experiences from leading countries in Electronic Health 2.0 are vital requisites. Conducting research, feasibility studies, and designing a maturity model to identify the current and desired state of Electronic Health 2.0 can effectively guide the development of these services. In conclusion, the multifaceted landscape of Electronic Health 2.0 demands a strategic approach to address data transfer, security, environmental readiness, information society development, and operational efficiency in developing countries.
The organizational requirements for advancing Health Informatics 2.0 in developing countries encompass issues related to electronic health service providers. At the managerial level for government service providers, various obligations exist. Among these, crucial considerations include the need for altering existing workflows or designing new processes, transitioning organizational structures towards flat structures to harness all ideas, the significance of managerial support for new service delivery models, periodic evaluations, and facilitating access to data for transparency. Ensuring human resource requirements within Health Informatics 2.0 involves hiring specialized human resources in social media, conducting training courses to enhance electronic literacy, precisely defining responsibilities, and ultimately facilitating organizational learning.
The communication requirements for developing Health Informatics 2.0 in developing countries involve fostering collaboration and communication among diverse groups in the new service delivery paradigm. Establishing mutual and collaborative partnerships in the health sector through social media is considered crucial. The importance of developing collaborations across government and private health sectors is emphasized, enabling increased participation in service provision and involving various health domain experts for collective problem-solving. This approach relies on collective knowledge and facilitates quick feedback on provided services, highlighting the importance of timely responses to inquiries and consultations, along with easy tracking of submitted requests. Facilitating access to health and hygiene experts for consultations, 24/7 access to accurate and up-to-date health information, swift responses to questions and consultations, and ensuring easy tracking of submitted requests are among the essential requirements for E-Health 2.0.
Conclusion: In addressing the myriad challenges faced by developing countries in the realm of healthcare, it is imperative to acknowledge and tackle issues such as unequal access to information and healthcare facilities, socioeconomic class disparities, limited access to specialized medical professionals, and a general lack of awareness among citizens regarding healthcare matters. These challenges collectively hinder the adequate provision of healthcare services in these regions. A pivotal solution to these challenges lies in strategically utilizing information technology infrastructure. In particular, leveraging the high social media penetration rate emerges as a promising avenue for delivering healthcare services to diverse populations. Social media platforms can act as a robust and inclusive medium, bridging gaps in healthcare accessibility and promoting awareness among the populace. To streamline social media integration into healthcare services, an in-depth understanding and application of the Health Informatics 2.0 framework become paramount. This framework encompasses various dimensions, including infrastructural, organizational, operational, environmental, and communicative. By identifying and leveraging these components, policymakers, managers, and planners in developing countries can pave the way for a more seamless incorporation of social media in healthcare strategies. Enhancing access for service recipients is a central aspect of this approach. By doing so, the potential to provide healthcare services extends beyond temporal and spatial constraints. Using social media becomes a catalyst for transcending geographical barriers, offering healthcare solutions to individuals irrespective of their location and the limitations posed by traditional healthcare delivery models. In light of this, developing countries can embark on a trajectory of progress, armed with preparedness and a comprehensive understanding of the Health Informatics 2.0 model. This model serves as a guide, outlining the requirements for successful implementation. The strategic alignment with this model empowers nations to harness the benefits of information technology in healthcare, fostering improved outcomes and accessibility. For the effective implementation of the research outcomes and the successful adoption of Health Informatics 2.0, it is recommended to create awareness and education conditions for service providers and users. Empowering individuals with knowledge about the capabilities and advantages of this innovative healthcare approach is crucial for its widespread acceptance and utilization.
Furthermore, a critical aspect of the research agenda involves directing attention toward formulating or modifying laws governing social media in the healthcare domain. Clear and supportive legal frameworks are essential for the ethical and secure use of social media platforms in healthcare services. Simultaneously, ensuring a robust information technology infrastructure is pivotal for seamlessly integrating these services, ensuring data security, and facilitating efficient healthcare delivery.In conclusion, harnessing information technology, primarily through social media, presents a transformative solution to healthcare challenges in developing countries. Embracing the Health Informatics 2.0 framework, focusing on awareness, education, legal considerations, and infrastructure, nations can facilitate a paradigm shift towards inclusive and accessible healthcare delivery. This comprehensive approach enhances the reach and efficiency of healthcare services and fosters a sustainable foundation for addressing the unique healthcare needs of diverse populations in the developing world.
Providing non-presential services, especially in the healthcare sector, plays a crucial role in crises and significantly influences the effectiveness of crisis management. This is evident in how these services efficiently address emerging healthcare needs. Social media, a prominent aspect of information technology, enjoys widespread popularity among individuals from diverse age groups. The extensive reach of social media platforms across various age demographics highlights their pervasive influence and underscores their potential as assertive communication and information dissemination tools during crises. The broad user base of these platforms further enhances their effectiveness in reaching and engaging different segments of the population, thus amplifying their impact on crisis communication and management strategies. The provision of services in a non-presential manner has become increasingly important, particularly in the health and hygiene sector. This is especially true in developing countries with significant disparities in healthcare facilities and uneven access to relevant amenities and professionals. Given the high influence of social media among diverse groups, delivering services through social media platforms has become imperative.
In developing nations, social media platforms are often more accessible and user-friendly than other information technology facilities. As a result, these platforms can serve as practical tools for delivering health services. Addressing these countries' requirements and prerequisites for implementing this technology can significantly contribute to successfully establishing Electronic Health 2.0 services. The current study presents a framework for identifying the requirements for delivering health services through social media platforms (Electronic Health 2.0) in developing countries.
of thematic analysis involved becoming familiar with the data through extensive readings of the text, identifying noteworthy codes by the researcher, generating preliminary codes, transforming the initial codes into organizing Methods: This study was carried out utilizing a qualitative methodology. Thematic analysis was applied to analyze the data at three hierarchical levels: fundamental, organizing, and all-encompassing themes. The process themes, revisiting the codes, and categorizing them into overarching themes. Ultimately, a report presentation was drafted. Moreover, MAXQDA10 software was used for coding to facilitate the data analysis. The research took place over five months (from February 2021 to July 2021) in Iran, a developing country. The necessary data were collected through semi-structured interviews using purposive sampling from a population of IT professionals and researchers in electronic health. This group of experts had criteria such as research experience, academic background (relevant qualifications) , and a work history of over three years in information technology and electronic health. Individuals meeting at least two out of the three criteria were selected from this group. Additionally, the purposive sampling method was employed for the sampling process. Considering theoretical saturation in the twentieth interview and conducting two more interviews to ensure the results, a sample size of 22 participants was deemed sufficient to access the research data effectively.
Findings: In the initial phase, 70 fundamental themes were derived from the analysis of interviews. Subsequently, foundational codes were organized into 13 organizing themes and categorized into five overarching themes. The research results indicate that the requirements for providing healthcare services in the realm of social media (Electronic Health 2.0) for developing countries encompass infrastructural necessities (hardware provisioning and development, software provisioning and development, security provisioning, and data features) , organizational aspects (individual-level and managerial-level issues) , environmental considerations (attention to complexities, institutionalization, and development of the information society) , operational factors (provision and development of regulations, research execution, and development) , and communicative elements (development of interaction and participation, and access development).
The technical requirements for developing Electronic Health 2.0 services in developing countries encompass infrastructure needs, particularly information technology. This is the basis for delivering services in the Electronic Health 2.0 domain. Addressing and developing various hardware requirements for Electronic Health 2.0 services, such as using local data centers for storage, having backup equipment for potential failures, improving bandwidth through fiber optic network development to enhance internet access, facilitating communication tools like smartphones, and emphasizing the use of information systems among healthcare providers are critical hardware needs for Electronic Health 2.0. Providing various applications for developing Electronic Health 2.0 capabilities, such as intelligent domain software for data analysis and service provision based on user activity history, utilizing local social networks for better management and control, and promoting user engagement in these networks, as well as leveraging the latest software advancements like IPv6 and 4G and 5G networks, will have a significant impact. In pursuing Electronic Health 2.0 services, seamless data and information transfer in all formats is essential. Ensuring accurate and up-to-date data transmission requires meticulous attention. Safeguarding data integrity from unauthorized changes is crucial. Security is a paramount requirement in the development of Electronic Health 2.0. The foundation of social media platforms poses significant risks to security and privacy. Therefore, deploying identity verification systems and data encryption is instrumental in preventing unauthorized access. Educating users about security issues, such as social engineering phenomena and various types of malware, is vital.
Environmental requirements for developing Electronic Health 2.0 services in developing countries include community preparedness and strategies for institutionalizing these services. Institutionalization involves fostering trust, diverse media advertising, altering user perceptions, facilitating easy and swift access, delivering services according to user experiences, and creating a positive service experience. These efforts culminate in the institutionalization of Electronic Health 2.0 services. One of the critical requirements in developing Electronic Health 2.0 is establishing an information society. This involves educating various groups, especially healthcare specialists, to share their information on the Electronic Health 2.0 platform. Encouraging collaboration and sharing information to control information asymmetry contributes to developing an information society. The dynamic environment, characterized by constant technological advancements, poses challenges that require adaptive strategies. Aligning with new changes, addressing economic pressures, delivering cost-effective healthcare services, and relying on local health experts to manage political conditions, such as sanctions, can effectively address these complexities.
The operational requirements for developing Electronic Health 2.0 in developing countries include preparing the necessary legal infrastructure and conducting feasibility research. As Electronic Health 2.0 moves towards a virtual space, designing long-term and short-term programs, revising or formulating new laws, and communicating changes clearly to users become pivotal. Establishing communication standards and guideline principles is highly significant. Research activities and leveraging successful experiences from leading countries in Electronic Health 2.0 are vital requisites. Conducting research, feasibility studies, and designing a maturity model to identify the current and desired state of Electronic Health 2.0 can effectively guide the development of these services. In conclusion, the multifaceted landscape of Electronic Health 2.0 demands a strategic approach to address data transfer, security, environmental readiness, information society development, and operational efficiency in developing countries.
The organizational requirements for advancing Health Informatics 2.0 in developing countries encompass issues related to electronic health service providers. At the managerial level for government service providers, various obligations exist. Among these, crucial considerations include the need for altering existing workflows or designing new processes, transitioning organizational structures towards flat structures to harness all ideas, the significance of managerial support for new service delivery models, periodic evaluations, and facilitating access to data for transparency. Ensuring human resource requirements within Health Informatics 2.0 involves hiring specialized human resources in social media, conducting training courses to enhance electronic literacy, precisely defining responsibilities, and ultimately facilitating organizational learning.
The communication requirements for developing Health Informatics 2.0 in developing countries involve fostering collaboration and communication among diverse groups in the new service delivery paradigm. Establishing mutual and collaborative partnerships in the health sector through social media is considered crucial. The importance of developing collaborations across government and private health sectors is emphasized, enabling increased participation in service provision and involving various health domain experts for collective problem-solving. This approach relies on collective knowledge and facilitates quick feedback on provided services, highlighting the importance of timely responses to inquiries and consultations, along with easy tracking of submitted requests. Facilitating access to health and hygiene experts for consultations, 24/7 access to accurate and up-to-date health information, swift responses to questions and consultations, and ensuring easy tracking of submitted requests are among the essential requirements for E-Health 2.0.
Conclusion: In addressing the myriad challenges faced by developing countries in the realm of healthcare, it is imperative to acknowledge and tackle issues such as unequal access to information and healthcare facilities, socioeconomic class disparities, limited access to specialized medical professionals, and a general lack of awareness among citizens regarding healthcare matters. These challenges collectively hinder the adequate provision of healthcare services in these regions. A pivotal solution to these challenges lies in strategically utilizing information technology infrastructure. In particular, leveraging the high social media penetration rate emerges as a promising avenue for delivering healthcare services to diverse populations. Social media platforms can act as a robust and inclusive medium, bridging gaps in healthcare accessibility and promoting awareness among the populace. To streamline social media integration into healthcare services, an in-depth understanding and application of the Health Informatics 2.0 framework become paramount. This framework encompasses various dimensions, including infrastructural, organizational, operational, environmental, and communicative. By identifying and leveraging these components, policymakers, managers, and planners in developing countries can pave the way for a more seamless incorporation of social media in healthcare strategies. Enhancing access for service recipients is a central aspect of this approach. By doing so, the potential to provide healthcare services extends beyond temporal and spatial constraints. Using social media becomes a catalyst for transcending geographical barriers, offering healthcare solutions to individuals irrespective of their location and the limitations posed by traditional healthcare delivery models. In light of this, developing countries can embark on a trajectory of progress, armed with preparedness and a comprehensive understanding of the Health Informatics 2.0 model. This model serves as a guide, outlining the requirements for successful implementation. The strategic alignment with this model empowers nations to harness the benefits of information technology in healthcare, fostering improved outcomes and accessibility. For the effective implementation of the research outcomes and the successful adoption of Health Informatics 2.0, it is recommended to create awareness and education conditions for service providers and users. Empowering individuals with knowledge about the capabilities and advantages of this innovative healthcare approach is crucial for its widespread acceptance and utilization.
Furthermore, a critical aspect of the research agenda involves directing attention toward formulating or modifying laws governing social media in the healthcare domain. Clear and supportive legal frameworks are essential for the ethical and secure use of social media platforms in healthcare services. Simultaneously, ensuring a robust information technology infrastructure is pivotal for seamlessly integrating these services, ensuring data security, and facilitating efficient healthcare delivery.In conclusion, harnessing information technology, primarily through social media, presents a transformative solution to healthcare challenges in developing countries. Embracing the Health Informatics 2.0 framework, focusing on awareness, education, legal considerations, and infrastructure, nations can facilitate a paradigm shift towards inclusive and accessible healthcare delivery. This comprehensive approach enhances the reach and efficiency of healthcare services and fosters a sustainable foundation for addressing the unique healthcare needs of diverse populations in the developing world.
Aghdas Soleimani, Zohre Kazemi, Mohammad Aghaei, Zahra Ghorbani,
Volume 10, Issue 3 (11-2023)
Volume 10, Issue 3 (11-2023)
Abstract
Purpose: Today, internet-based technologies have brought new transformations to human life. Customers are able to compare products offered by sellers around the world to buy their online products. On the one hand, the widespread use of these technologies provides benefits for online companies that are constantly increasing. The importance of this issue is felt when there is a lot of competition between a large number of similar companies with different types of services. Now, companies are using social media technologies to advertise information about their brands. Social media are a good option for accessing and collecting information from other consumers. These media are widely used for social media marketing and provide various methods for marketers to reach and interact with consumers. Social media marketing refers to "the use of social media technologies, channels, and software to create, deliver, exchange, and provide offerings that have value for the stakeholders of an organization." Online marketing activities lead to the development of knowledge among users, empowering users from predictions about their future businesses, monitoring customer behavior through changes in the content produced, attracting new customers, increasing sales, and fast use and saving time. The goal of social media marketing is to help companies increase market share and customer purchase intention. Today, social media marketing plays a fundamental role in influencing purchase intent due to its ubiquity among consumers. These platforms provide essential information that guides purchase decisions and simplifies decision-making. Purchase intention is an activity in which consumers consider purchasing a product or a service. Purchase intention is the likelihood that a consumer will continue to purchase in the future. Consumer purchase intention can be influenced through the sharing of information or engagement in conversations and comments from other consumers. A strong presence on social media significantly affects purchase intention and builds customer trust. On the other hand, marketers consider brand trust as an important and relevant concept to purchase intention. Brand trust is defined as the willingness of consumers to rely on the power of the brand to fulfill the stated goal and the belief that the brand has the ability to deliver the promised benefits. Studies that have been conducted in the past have stated that brand trust is a precursor to purchase intention. Sung & Kim (2010) and Ellitan, Havina & Lukito (2022) believe that brand trust is considered as a variable that has a significant impact on purchase intention. For many years, brand attitude has been an important topic of research in marketing. Therefore, marketers consider it the most important predictor of consumer behavior towards a product or service. Basically, brand attitude refers to the consistent preference of consumers towards a specific brand and the overall evaluation by the consumer towards the brand. Attitude towards an object (including a brand) includes salient beliefs that are acquired through experience and can fluctuate positively or negatively as a function of past experiences. A favorable attitude towards a brand increases the likelihood of consumers continuing to use it in the future. Consumer attitude typically has a strong influence on their purchase intent. One of the growing global trends in Iran is the increasing demand for luxury goods. The luxury goods market has attracted the attention of researchers and marketing professionals due to its rising growth rate. In 2017, the global market for luxury fashion goods exceeded $1.2 trillion. It is expected that by 2030, approximately 500 million consumers will be luxury fashion customers. Research also shows that about 80% of the global luxury market is influenced by digital technology, and it is expected that online sales of luxury brands will reach 20% of total transactions by 2025. Many luxury brands now have official pages on social media platforms such as Facebook and Instagram, where they publish news about their products and brands. In Iran, luxury fashion brands are trying to achieve profitability by targeting a specific target group. Despite their significant activity on social media, these brands have not been successful in attracting customers through this channel. In addition to increased competition in the domestic market, the import of foreign brands with official dealerships or the entry of these brands and their original counterparts from unconventional channels are serious threats to the Iranian fashion market. Additionally, unofficial pages selling fashion products on social media or the sale of personal luxury products have made these items more accessible to interested individuals and made the competition more difficult. Despite the activities of luxury fashion brands on social media, these activities are not interactive and feedback is not received from customers about the products and services of these brands. As a result, these brands have not been successful in attracting customers, creating positive attitudes, and gaining their trust to the desired extent. Therefore, it is necessary to examine and identify the factors affecting the purchase intention of consumers of luxury clothing brands, including social media marketing, brand attitude, and brand trust, in order to help improve knowledge and improve planning in this field. Despite the importance and expansion of social media marketing in the country, not many studies have been conducted to identify the impact of social media marketing on purchase intention for luxury products. The researchers of this study, after reviewing the research background, found that the role of brand attitude and brand trust in the relationship between social media marketing and customer purchase intention has not been considered in both foreign and domestic research. Given the research gap in this area, the present study investigates the impact of social media marketing on the purchase intention of consumers of luxury clothing brands, taking into account the mediating role of brand trust and brand attitude, which has not been studied before.
Methodology: The present study has a quantitative approach and is applied in terms of purpose. In terms of nature and method of data collection, it is descriptive-survey. The statistical population of this study is all consumers of the luxury brands Paten Jama, Charm Mashhad, Salyan, Denis Trico, and Navin Charm in Iran, who follow the social media pages of these brands. The reason for choosing these brands is that they all have active representative pages on the social media platform Instagram. This is because it makes it possible to identify followers of these brands and people who are attached to these brands. Given the unlimited nature of the statistical population and the lack of access to the entire target population, the sample under study was taken using the available sampling method. In this way, the online questionnaire of the present study was shared with the followers of the Instagram pages of these brands. Due to the unknown size of the population, the sample size was estimated at 385 people using the Cochran formula.The questionnaire for the present study was prepared with 27 questions using a five-point Likert scale. A set of standard questionnaires from previous studies were used to measure the variables under study. The questions for the social media marketing variable were extracted from the standard questionnaire of Cheung, Pires & Rosenberger (2020), the questions related to purchase intention were extracted from the questionnaire of Lakshamana (2018), the questions for the brand attitude variable were extracted from the tool questionnaire of Qasemi and Vesta (2014), and the questions for the brand trust variable were extracted from the research questionnaire of Yazdani, Ronagh, Laqayi and Mostafshar (2019). In this study, the validity of the questionnaire was obtained through expert review. The questionnaire was sent to six experts and university professors who had at least five years of experience in the field of research, and after the necessary modifications, the validity of the questionnaire was confirmed. The reliability of the questionnaire was also obtained using the Cronbach's alpha coefficient. The questionnaire was distributed among 31 people, and a Cronbach's alpha coefficient of 92% indicates the appropriate reliability of the questionnaire. In this study, Amos software and path analysis method were used to analyze the relationships between dimensions and indicators.
Findings: Social media, as a powerful and successful marketing tool, helps companies to connect activities and interactions between consumers with the brand in a more enjoyable way than ever before. The purpose of this study is to investigate the impact of social media marketing on consumer purchases through brand trust and brand attitude. The findings indicated that social media marketing has a positive and significant effect on brand trust and brand attitude. In addition, brand trust and brand attitude have a positive and significant effect on consumers' purchase intention; Also, social media marketing affects purchase intention through brand trust and brand attitude.
Conclusion: Today, marketers are increasingly concerned with understanding how social media is used in the purchase decision process. Social media offers marketers numerous opportunities to connect with consumers and build more meaningful relationships with them. Social media also provides opportunities to create and share marketing content with target audiences. Social media users have an easier time making decisions and enjoying their work compared to those who use other information sources. In the luxury brand sector, social media also appears to play a key role in the success of a brand. Studies have shown that luxury brand marketing on social media has a positive impact on consumers' favorable perception of luxury, luxury desire, and purchase intention. This study investigated the application of the social media phenomenon in marketing. To this end, it conceptualized the use of social media in marketing and evaluated its impact on consumers' purchase intention of luxury brands with the mediating role of trust and brand attitude. The findings suggest that the use of social media improves consumers' attitude and trust during the initial stages of information search and alternative evaluation. In this study, 6 hypotheses were tested. The results of the first hypothesis showed that social media marketing has a positive and significant impact on consumers' trust in the brand. Social media marketing is considered an effective tool in developing customer relationships. In addition, these interactions create trust and reduce uncertainty that may prevent customers from interacting with brands and making online transactions. Therefore, the higher the quality and informativeness of a social media, the greater the consumer trust in a brand. This means that brand trust is influenced by social media marketing. The findings of this study support the results of previous research. For example, a study by Amalina & Tiarawati (2016) found that if social media marketing is managed effectively, brand trust increases. This is because the transfer of good information creates the perception that the brand can meet the needs of the consumer. Chahal & Rani (2017) also stated that social media experience is an important driver of trust in a particular brand. The existence of social media makes it easier for marketers to reach a wider range of consumers. The results of research by researchers such as Ibrahim (2020) and Behnardi & Rogers (2018) also confirm the positive impact of social media marketing on brand trust. The results obtained from the confirmation of hypothesis number 2 of this study show that social media marketing has a positive and significant impact on consumers' attitudes towards the brand. Social media marketing can be an effective tool for interacting with the community, providing information, and receiving feedback, which leads to increased brand attitude (Poluan, Pasuhuk & Mandagi, 2022). The result is consistent with the instrumental research of Qasemi and Vesta (2014). The third hypothesis investigated the direct effect of social media marketing on consumers' purchase intention, the result of which is in contrast to the findings of the studies of Laksamana (2018) and Alfilo Ansari (2019).The result obtained from the confirmation of the fourth hypothesis of the present study shows that consumer trust in the brand has a significant effect on consumer purchase intention. It can be interpreted that the level of trust in a brand is taken into account by consumers in decision-making for product purchase. Based on the theory of planned behavior, the control belief of a decision relates to the activities that have been carried out, so this can be affected by brand trust because, according to Delgado-Ballester et al. (2003), brand trust includes hope, honesty, and concern. Expectations refer to promises that must be fulfilled in connection with consumers. Honesty refers to the consistency between words and actions in dealing with any situation experienced by consumers. Attention refers to a form of empathy that shows attitude towards consumers when faced with product-related problems. The result is in line with the previous studies of researchers such as Chae, Kim, Lee & Park (2020) and Song and Kim (2010). Ibáñez, Hartmann, & Calvo (2006) also showed that brand trust directly affects purchase intention, and this is very relevant when customers decide to change brands due to the high level of perceived risk and ambiguity. In the fifth hypothesis, the direct and significant effect of consumer attitude towards the brand on purchase intention was confirmed, meaning that a positive attitude towards a brand increases the percentage of brand acceptance probability and affects consumer purchase interest, purchase intention, and willingness to pay more. This result is in line with the findings of studies conducted by Qasemi and Vesta (2014), Yu, Liu, Lee, & Soutar (2018), and Li, Li, & Yang (2017). Finally, hypotheses 6 and 7, which tested the effect of social media marketing on purchase intention through brand trust and brand attitude, were confirmed. Therefore, the results of this study show that social media marketing cannot have a positive effect on consumers' purchase intention without the role of the mediating variables of consumer attitude and brand trust. This itself shows the importance of consumer attitude and trust in the brand in the effect of social media marketing on consumers' purchase intention.
Methodology: The present study has a quantitative approach and is applied in terms of purpose. In terms of nature and method of data collection, it is descriptive-survey. The statistical population of this study is all consumers of the luxury brands Paten Jama, Charm Mashhad, Salyan, Denis Trico, and Navin Charm in Iran, who follow the social media pages of these brands. The reason for choosing these brands is that they all have active representative pages on the social media platform Instagram. This is because it makes it possible to identify followers of these brands and people who are attached to these brands. Given the unlimited nature of the statistical population and the lack of access to the entire target population, the sample under study was taken using the available sampling method. In this way, the online questionnaire of the present study was shared with the followers of the Instagram pages of these brands. Due to the unknown size of the population, the sample size was estimated at 385 people using the Cochran formula.The questionnaire for the present study was prepared with 27 questions using a five-point Likert scale. A set of standard questionnaires from previous studies were used to measure the variables under study. The questions for the social media marketing variable were extracted from the standard questionnaire of Cheung, Pires & Rosenberger (2020), the questions related to purchase intention were extracted from the questionnaire of Lakshamana (2018), the questions for the brand attitude variable were extracted from the tool questionnaire of Qasemi and Vesta (2014), and the questions for the brand trust variable were extracted from the research questionnaire of Yazdani, Ronagh, Laqayi and Mostafshar (2019). In this study, the validity of the questionnaire was obtained through expert review. The questionnaire was sent to six experts and university professors who had at least five years of experience in the field of research, and after the necessary modifications, the validity of the questionnaire was confirmed. The reliability of the questionnaire was also obtained using the Cronbach's alpha coefficient. The questionnaire was distributed among 31 people, and a Cronbach's alpha coefficient of 92% indicates the appropriate reliability of the questionnaire. In this study, Amos software and path analysis method were used to analyze the relationships between dimensions and indicators.
Findings: Social media, as a powerful and successful marketing tool, helps companies to connect activities and interactions between consumers with the brand in a more enjoyable way than ever before. The purpose of this study is to investigate the impact of social media marketing on consumer purchases through brand trust and brand attitude. The findings indicated that social media marketing has a positive and significant effect on brand trust and brand attitude. In addition, brand trust and brand attitude have a positive and significant effect on consumers' purchase intention; Also, social media marketing affects purchase intention through brand trust and brand attitude.
Conclusion: Today, marketers are increasingly concerned with understanding how social media is used in the purchase decision process. Social media offers marketers numerous opportunities to connect with consumers and build more meaningful relationships with them. Social media also provides opportunities to create and share marketing content with target audiences. Social media users have an easier time making decisions and enjoying their work compared to those who use other information sources. In the luxury brand sector, social media also appears to play a key role in the success of a brand. Studies have shown that luxury brand marketing on social media has a positive impact on consumers' favorable perception of luxury, luxury desire, and purchase intention. This study investigated the application of the social media phenomenon in marketing. To this end, it conceptualized the use of social media in marketing and evaluated its impact on consumers' purchase intention of luxury brands with the mediating role of trust and brand attitude. The findings suggest that the use of social media improves consumers' attitude and trust during the initial stages of information search and alternative evaluation. In this study, 6 hypotheses were tested. The results of the first hypothesis showed that social media marketing has a positive and significant impact on consumers' trust in the brand. Social media marketing is considered an effective tool in developing customer relationships. In addition, these interactions create trust and reduce uncertainty that may prevent customers from interacting with brands and making online transactions. Therefore, the higher the quality and informativeness of a social media, the greater the consumer trust in a brand. This means that brand trust is influenced by social media marketing. The findings of this study support the results of previous research. For example, a study by Amalina & Tiarawati (2016) found that if social media marketing is managed effectively, brand trust increases. This is because the transfer of good information creates the perception that the brand can meet the needs of the consumer. Chahal & Rani (2017) also stated that social media experience is an important driver of trust in a particular brand. The existence of social media makes it easier for marketers to reach a wider range of consumers. The results of research by researchers such as Ibrahim (2020) and Behnardi & Rogers (2018) also confirm the positive impact of social media marketing on brand trust. The results obtained from the confirmation of hypothesis number 2 of this study show that social media marketing has a positive and significant impact on consumers' attitudes towards the brand. Social media marketing can be an effective tool for interacting with the community, providing information, and receiving feedback, which leads to increased brand attitude (Poluan, Pasuhuk & Mandagi, 2022). The result is consistent with the instrumental research of Qasemi and Vesta (2014). The third hypothesis investigated the direct effect of social media marketing on consumers' purchase intention, the result of which is in contrast to the findings of the studies of Laksamana (2018) and Alfilo Ansari (2019).The result obtained from the confirmation of the fourth hypothesis of the present study shows that consumer trust in the brand has a significant effect on consumer purchase intention. It can be interpreted that the level of trust in a brand is taken into account by consumers in decision-making for product purchase. Based on the theory of planned behavior, the control belief of a decision relates to the activities that have been carried out, so this can be affected by brand trust because, according to Delgado-Ballester et al. (2003), brand trust includes hope, honesty, and concern. Expectations refer to promises that must be fulfilled in connection with consumers. Honesty refers to the consistency between words and actions in dealing with any situation experienced by consumers. Attention refers to a form of empathy that shows attitude towards consumers when faced with product-related problems. The result is in line with the previous studies of researchers such as Chae, Kim, Lee & Park (2020) and Song and Kim (2010). Ibáñez, Hartmann, & Calvo (2006) also showed that brand trust directly affects purchase intention, and this is very relevant when customers decide to change brands due to the high level of perceived risk and ambiguity. In the fifth hypothesis, the direct and significant effect of consumer attitude towards the brand on purchase intention was confirmed, meaning that a positive attitude towards a brand increases the percentage of brand acceptance probability and affects consumer purchase interest, purchase intention, and willingness to pay more. This result is in line with the findings of studies conducted by Qasemi and Vesta (2014), Yu, Liu, Lee, & Soutar (2018), and Li, Li, & Yang (2017). Finally, hypotheses 6 and 7, which tested the effect of social media marketing on purchase intention through brand trust and brand attitude, were confirmed. Therefore, the results of this study show that social media marketing cannot have a positive effect on consumers' purchase intention without the role of the mediating variables of consumer attitude and brand trust. This itself shows the importance of consumer attitude and trust in the brand in the effect of social media marketing on consumers' purchase intention.
| Page 1 from 1 |
Related Websites
Site Keywords
نشریه, Academic Journal, Scientific Article, کلمه شماره یک, کلمه شماره یک, کلمه شماره یک, کلمه شماره یک, کلمه شماره دو, کلمه شماره یک, کلمه دوVote
© 2024 CC BY-NC 4.0 | Human Information Interaction
Designed & Developed by : Yektaweb