| Abstract | Preko 425 milijuna ljudi trenutno živi s dijabetesom a do 2030. godine se očekuje 552 milijuna oboljelih i 398 milijuna osoba s visokim rizikom oboljenja. Broj oboljelih neprestano raste, a značajan čimbenik je ponašanje, upravo je društveni marketing ključan za svjesnost rizika od oboljenja te poduzimanje aktivnosti kao prevencije istog. Osnovni problem društva je nebriga za svoje zdravlje i život te nepoduzimanje nikakvih mjera kako bi se spriječilo moguće rizike, kako bolesti tako i posljedica. Problem ovog istraživanja je upoznatost s dijabetesom, većina mladih čula je za pojam ili poznaje nekog oboljelog, ali ne poznaje simptome ili posljedice, tada ključnu ulogu preuzima društveni marketing. Osnovna funkcija društvenog marketinga je korištenje komunikacijskih sredstava kako bi se utjecalo na ponašanje i život ljudi što rezultira dobrobiti kako njih samih tako i okruženja, a to je ujedno i osnovno područje istraživanja ovoga rada. Motiv provođenja istraživanja je približiti javnosti tematiku društvenog marketinga kao i njegovu primjenu u zdravstvenom sektoru, s naglaskom na šećernu bolest odnosno dijabetes. Svrha istraživanja je bila utvrditi demografska obilježja studenata dvaju sveučilišta, razinu njihova sadašnjeg znanja o dijabetesu, načine na koje dolaze do informacija o dijabetesu, promjenu razine svijesti te utjecaj na ponašanje, konkretno na svjesnost o zdravlju i percepciju zdravstvenih rizika. Kreiran je anketni upitnik s 19 pitanja i dodatnim informacijama kroz primjere promotivnih kampanja o štetnim učincima šećerne bolesti, a predložen je na hrvatskom i talijanskom jeziku. Istraživanje je provedeno na studentskoj populaciji Ekonomskog fakulteta u Splitu i Ekonomskog fakulteta u Palermu na uzorku od ukupno 114 ispitanika. Rezultati su potvrdili pretpostavke kako mladi nemaju dovoljno znanja o dijabetesu, iako studenti Ekonomskog fakulteta u Splitu pokazuju malo više znanja od studenata Ekonomskog fakulteta u Palermu. Osporena je hipoteza o jednakoj razini znanja neovisno o spolu pa se posljedično dolazi do saznanja kako studentice imaju višu razinu znanja nego studenti. Utvrđeno je kako mediji imaju vrlo važnu ulogu u educiranju javnosti, te se najviše informacija dijeli putem interneta što značajno utječe na promjenu razine svijesti studenata o šećernoj bolesti. Isto tako istraživanjem je utvrđeno kako su ispitanici spremni na promjenu životnih navika s ciljem prevencije dijabetesa, odnosno spremni su na promjenu ponašanja kako bi živjeli boljim i kvalitetnijim životom. |
| Abstract (english) | Over 425 million people is currently living with diabetes and, by the year 2030 the number is expected to be 552 million and 398 million people more with the high risk for the disease. The number of patients is constantly increasing, and a significant factor is lifestyle. Social marketing is essential for awareness of the risk of the disease and taking action to prevent the same. The underlying problem of society is the lack of health care, and not taking any measures to prevent possible risks regarding the disease. The issue of this research is familiarity to diabetes, most young people have heard the term or know someone who has diabetes but, they do not know the symptoms or the consequences, so therefore social marketing plays a key role. The basic function of social marketing is the use of communication tools to influence the lifestyle of the people, which results in the prosperity for both themselves and the environment, which is also basic field of research in this paper. The motiv for conducting the research is to draw the public into the subject of social marketing as well as its function in the health sector, with focus on diabetes. The objective of the research was to identify demographic information of students of two universities, the level of their current knowledge about diabetes, the ways in which they had come to information about diabetes, change of consciousness level and behavioral impact, specifically about health awareness and perception of health risks. A survey questionnaire was created with 19 questions and additional information throughout examples of promotional campaigns on the harmful effects of diabetes and it has been proposed in Croatian and Italian language. The research was conducted on student population of the Faculty of Economics in Split and the Faculty of Economics in Palermo on a sample of 114 respondents. The results confirmed the hypothesis that young people do not have enough knowledge about diabetes, although the students at the Faculty of Economics in Split show more knowledge than the students at the Faculty of Economics in Palermo. The hypothesis about the same level of knowledge, irrespective of gender, was disputed, however, subsequently comes to the knowledge that female students have a higher level of knowledge than the male students. It was established that the media has a very important role in educating the public, and the most information is shared via the internet, which significantly influences the change of student awareness about diabetes. Also, research has shown that respondents are willing to change their lifestyle habits to prevent diabetes and are ready to change their behavior in order to live a better life. |
