Health Marketing Quarterly最新文献

This study examines healthcare access for pregnant women in a rural developing country context. Drawing upon institutional theory and Levesque et al's model of access, the study finds pregnant women face challenges both of a formal and informal nature in accessing healthcare. The findings suggest the need for integrated and collaborative workings across formal and informal institutional networks. Theoretically, the study makes two contributions. First, it adds value to institutional theory by incorporating a dimension of access. Second, it builds upon Levesque et al.'s healthcare access framework by highlighting the role and significance of a third dimension-that is informal institutions, in addition to the current two-formal institutions and individual factors.

The support groups within social networking sites such as Facebook have become a popular platform for various kinds of conversation and social support including health, especially among women. The aim of this study was to explore and analyze the types of health-related social support messages posted in a month by Kashmiri women in a Facebook group and the most common health topics for which social support was sought. A total of 302 health-related posts were selected for analysis. The results revealed that of various health-related social support posts in the group, informational support messages were posted more frequently and most requested information was related to pregnancy.

Both health and the environment are critical public health issues that have a considerable impact on young adults. However, they have different characteristics that influence how messaging is received. In our study, we examine the influence of three personal factors (issue involvement, behavioral change intention, and product use) on young adults' perception of messages for these two public health issues from both first- and third-person perspectives. We found various patterns when comparing the two public health issues, first-person and third-person measures, and the perceived threat and likelihood of contributing to the issues. We also discuss practical implications and suggestions based on our findings.

Telemedicine is an emerging option to improve patients' medical outcomes and overcome health disparities. The technology is a cost-effective alternative to in-person medical treatments and can supplement medical care to alleviate stress on the medical infrastructure in the upcoming decade. This study uses survey methods to investigate the patient population's intention to use telemedicine and assess the influence of different variables on telemedicine usage choices. Findings show that loss of income, trust in physicians, and time lost reduce intention to use telemedicine. The results carry implications for the healthcare industry, lawmakers, social workers, community activists, and family caregivers who bear the burden of helping loved ones with everyday tasks.

Our objective was to identify the dimensions of the patient experience that directly influence a hospital's reputation and indirectly impact electronic word-of-mouth communication carried out by patients. We collected data from 484 hospital users and analyzed the data using PLS-SEM. Our results show that paying attention to patient preferences and physical comfort, providing information and education, and treating patients' families and friends well tend to have a significant impact on the hospital's reputation. In turn, a hospital's reputation may influence patients to perform electronic word-of-mouth about their experiences.

Sexual health continues to be a socially complex problem globally with rising rates of sexually transmitted infections (STIs) despite extensive government and health marketing initiatives. In particular, STIs are rising at a greater rate in mature consumers than any other age group with the main reason cited as lack of condom use. The rules around condom use are based on sexual scripts or internalised guidelines and thus a key step in developing social marketing initiatives to increase condom use and address this global challenge is identifying the sexual scripts that motivate and inhibit condom use by mature consumers. Using sexual script theory, this research involves interviews with 24 mature single heterosexual Australian consumers to identify the sexual scripts that can be leveraged in health marketing to address the grand challenge of increasing mature consumer participation in protective sexual health behaviours.