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The Role of Digital Marketing in Shaping Students’ Attitudes towards Health Care Professions

Author

Listed:
  • Angelo R. Santos

    (College of Management and Business Technology, Nueva Ecija University of Science and Technology, Philippines)

Abstract

Amidst a burgeoning digital landscape, the role of digital marketing in shaping students’ attitudes towards healthcare professions remains relatively unexplored. This study aimed to investigate how digital marketing influences students’ perspectives about healthcare careers, with a specific focus on students in Nueva Ecija, Philippines. Utilizing a quantitative approach, the study involved a survey of 148 students from Nueva Ecija, Philippines. Respondents were asked about their exposure to various forms of digital marketing and their attitudes towards healthcare professions. The study revealed a significant relationship between students’ exposure to digital marketing and their attitudes towards healthcare professions. Notably, higher levels of digital marketing exposure were associated with more positive attitudes towards healthcare careers. Additionally, the findings suggest that targeted advertising campaigns and engaging social media content play a crucial role in shaping these attitudes. The study underscores the potential of digital marketing in addressing the challenges of healthcare workforce shortages and uneven distribution. It highlights the need for educational institutions, healthcare organizations, and policymakers to harness digital marketing strategies effectively to enhance the appeal of healthcare professions among potential students and professionals.

Suggested Citation

  • Angelo R. Santos, 2024. "The Role of Digital Marketing in Shaping Students’ Attitudes towards Health Care Professions," International Review of Management and Marketing, Econjournals, vol. 14(3), pages 26-33, May.
    • Handle: RePEc:eco:journ3:2024-03-4
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    References listed on IDEAS

    as
    1. Md Shakhawat Hossain & M. M. Mahbubul Syeed & Kaniz Fatema & Mohammad Faisal Uddin, 2022. "The Perception of Health Professionals in Bangladesh toward the Digitalization of the Health Sector," IJERPH, MDPI, vol. 19(20), pages 1-22, October.
    2. Ayala Blau & Yael Sela & Keren Grinberg, 2023. "Public Perceptions and Attitudes on the Image of Nursing in the Wake of COVID-19," IJERPH, MDPI, vol. 20(6), pages 1-9, March.
    3. Philip K. Law, 2010. "A theory of reasoned action model of accounting students' career choice in public accounting practices in the post‐Enron," Journal of Applied Accounting Research, Emerald Group Publishing Limited, vol. 11(1), pages 58-73, June.
    4. Wendy M. Wolf & Rachel A. Wattick & Olivia N. Kinkade & Melissa D. Olfert, 2018. "Geographical Prevalence of Polycystic Ovary Syndrome as Determined by Region and Race/Ethnicity," IJERPH, MDPI, vol. 15(11), pages 1-13, November.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Jennifer G. Fronda, 2024. "Empowering Nueva Ecija’s Farmers through Microfinancing: A Blueprint for Enhancing Financial Literacy and Agricultural Resilience," International Journal of Economics and Financial Issues, Econjournals, vol. 14(4), pages 123-130, July.

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    More about this item

    Keywords

    Digital Marketing; Healthcare Professions; Students’ Attitudes; Workforce Distribution; Philippines;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • I1 - Health, Education, and Welfare - - Health
    • I2 - Health, Education, and Welfare - - Education

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