تأثیر به کارگیری فنون بازاریابی اجتماعی بر آگاهی و نگرش دانشجویان و اعضای هئیت علمی دانشگاه علوم پزشکی اصفهان نسبت به خدمات کتابداری پزشکی

Introduction: The purpose of this study was to determine the effect of using social marketing techniques on the knowledge and attitudes of students and faculty members of Isfahan University of Medical Sciences to the Medical Librarianship Services. Methods: A quasi-experimental method was applied. Data collection was a two researcher made questionnaire based on knowledge and attitude of our aspects of social marketing. The study population included all faculty members and students of Isfahan University of Medical Sciences in 2015.  36 people in each test and control groups were randomly selected. The validity of the questionnaires was confirmed by a panel or medical library experts and reliability of 0.82 and 0.92 by using Cranach’s alpha respectively. Descriptive and inferential statistics method was performed for data analysis. Results: Average knowledge and attitudes of the target population has increased significantly after social marketing intervention. Among the aspects of social marketing, most of the changes were in knowledge and attitudes (3/7 and 1/6). The changes of awareness in Dimension of accessibility (3.3), the cost of participation (3.1) and communication (8.0) also increased significantly, while the lowest rate of attitude change was in dimension of accessibility (4.0 -) and communication (1 / 0-). Conclusion: Lack of awareness to medical librarian services, lead to reducing the role of medical and academic libraries. According to the social role of libraries, social marketing is an appropriate way to informing users of medical librarian services and create a positive attitude among the country's health community.