THE EFFECT OF MASS MEDIA ON HEALTH COMMUNICATION IN THE USE OF HEALTH SERVICE AND THE ROLE OF SOCIAL MEDIA: THE CASE STUDY OF THE PROVINCE OF KILIS

Authors : Merve AKIŞ, Ersin AYHAN

Pages : 160-179

Doi:10.31201/ijhmt.615367

View : 14 | Download : 6

Publication Date : 2019-12-29

Article Type : Research Paper

Abstract :Mass media, internet and social media play an important role in the provision of health communication thanks to technological innovations. These resources have become the platforms that people use to seek advice before the use of health services and then giving advice. This study was carried out to determine the use of social media in the selection of physicians, dentists and hospitals in Kilis. For this purpose, the questions that reveal the personal behaviours of the participants and the Before and After Purchasing in Social Media scale were used. The study was carried out on 391 people living in Kilis province. As a result of the study, it was determined that individuals were not sufficiently affected by social media in the selection of doctors, dentists and hospitals. 72,9% percent of individuals surveyed have reached the conclusion that they use social media. Internet or social media utilization rate for health-related developments is 19,8%. As a result of the study, it was found that there was no significant difference between the participants` social behaviours before and after the purchase in social media for age and occupational variables; it was observed that there was a significant difference among education status variable.
Keywords : Health Communication, Social Media