DocumentsDate added
Research article
Smitha Nayak1, K.V.M.Varambally 2,Vinod C.Nayak3,Shankar B3,¥
Affiliation:-
1Associate Professor, 2Director, 3Associate Professor, School of Management, Manipal University Manipal, India
3,¥Associate Professor, Kasturba Medical College, Manipal University, India
The name of the department(s) and institution(s) to which the work should be attributed:
1. School of Management, Manipal University Manipal, India
2. Kasturba Medical College, Manipal University, India
Address reprint requests to
Dr.Smitha Nayak
Associate Professor, School of Management, Manipal University Manipal, India or at smithanayak.v@manipal.edu
Article citation:
Nayak S, Varambally KVM, Nayak VC, Shankar B. Impact of mass media on healthcare seeking behavior. J Pharm Biomed Sci. 2015;05(01):44-49. Available at www.jpbms.info
ABSTRACT:
The objective of the study is to obtain insights into the impact of mass media (television, news -paper, radio) on health seeking behavior among women with specific reference to Antenatal Care (ANC). ANC service, the dependent variable, is a dichotomous variable, defined as if the woman has received ANC from a trained healthcare professional (doctor, lady health visitor, auxiliary nurse midwife, nurse) at least once during the last pregnancy.
Results: Among 600 respondents of the study, around 61per cent (369 respondents) utilized ANC service form a trained healthcare professional at least once during their previous pregnancy and extent of ANC service. The extent of ANC service utilization was ‘low’ (29 per cent), ‘moderate’ (43 per cent) and ‘high’ (28 per cent) among the 369 respondents who had accessed ANC service. Socio Demographic factors had a significant association to ANC service utilization. Correlation analysis revealed that media exposure (r=0.65 ***) has a significant positive correlation to ANC service utilization. Logistic regression analysis revealed that media exposure had a significant influence of ANC service utilization (β=.43, t (364) =12.6, p<0.01). .
KEYWORDS: Mass media; Antenatal care; Health seeking behavior.
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Source of support: None
Competing interest / Conflict of interest
The author(s) have no competing interests for financial support, publication of this research, patents and royalties through this collaborative research. All authors were equally involved in discussed research work. There is no financial conflict with the subject matter discussed in the manuscript.
Copyright © 2015. Nayak S, Nayak VC, Varambally KVM, Shankar B. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.