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Item Online Branding in the Healthcare Industry: A Quantitative Analysis on How the World's Best Smart Hospitals Promote their Brands through Mobile Apps(Universidade da Beira Interior, 2023) Aguerrebere, Pablo Medina; Medina, Eva; Pacanowski, Toni GonzalezArtificial intelligence, big data, telemedicine and mobile apps contribute to enhance hospitals' internal processes as well as patients' medical outcomes. This technology represents an opportunity to make hospitals' brands more credible. This paper analyzes how smart hospitals use mobile apps to improve their relations with stakeholders and promote their brands. To do that, we conducted a literature review about artificial intelligence, hospitals' branding strategies and mobile apps; then, based on this review, we defined 36 branding indicators; subsequently, we resorted to the World's Best Smart Hospitals 2023, an annual ranking developed by Newsweek and Statista, to analyze how the 300 best smart hospitals in the world managed mobile apps for branding purposes according to these 36 indicators. Our results proved that 57% of hospitals managed mobile apps for communication purposes, but only few of them used these platforms to interact with different stakeholders such as employees (32,7%) and media companies (2,3%), and this way build the organization's brand in a collective way. We concluded that hospitals should follow a branding logic, develop apps for different stakeholders and explain why using these platforms is consistent with the organization's brand. © 2023 Universidade da Beira Interior. All rights reserved.Item Building smart brands through online and artificial intelligence tools: A quantitative analysis about the best hospitals in Spain(Bastas, 2024-01) Aguerrebere, Pablo Medina; Medina, Eva; Pacanowski, Toni GonzálezBuilding a reputed brand constitutes a priority for hospitals interested in establishing positive relationships with their stakeholders. However, hospitals face different challenges: limited budgets, strict legal frameworks, etc. To overcome these challenges, many hospitals resort to online and artificial intelligence tools. This paper analyzes how hospitals manage both tools to improve their relationships with stakeholders and reinforce their brand reputation. To do that, we conducted a literature review about smart branding in hospitals, and then we defined 34 quantitative indicators to evaluate how the 100 best hospitals in Spain managed their websites, online newsrooms, about us sections and artificial intelligence departments for branding purposes. Our results proved that most hospitals focused their smart branding initiatives on patients (4.98 criteria out of 11) and not on media companies (3.14/11) or public authorities (3.14/6). We concluded that hospitals should implement integrated communication strategies, use artificial intelligence to brand their employees, and establish more professional practices in their communication departments. © 2024 by authors; licensee OJCMT by Bastas, CY.Item Should I stay or should I go? International students’ challenges and opportunities to secure employment in their host country after graduation. A scoping review using PRISMA(Kaplan Singapore, 2023-06-29) Calonge, David Santandreu; Shah, Mariam Aman; Aguerrebere, Pablo Medina; Abdulla, Nadia; Connor, Melissa; Badr, Mira; Blakemore, EmmaThe opportunity to find employment is often a key push factor for students to study abroad. However, previous research has established that international graduates often face difficulties in securing employment in their host country and have a lower employment rate compared to local graduates. Although some research has been conducted on this topic in the Australian context, to date, the problem has been under-researched elsewhere. The aim of this scoping review of the literature is to address this gap and examine the challenges faced by international students when seeking employment in their host countries after graduation, as well as the potential opportunities offered to them. 18 articles were identified and were included in the review. Content analysis of the data was undertaken using NVivo 12.0. © 2023. David Santandreu Calonge, Mariam Aman Shah, Pablo Medina Aguerrebere, Nadia Abdulla, Melissa Connor, Mira Badr and Emma Blakemore.Item Bouncing Back from the Pandemic: Assessing the Implications of COVID 19 on Luxury Brands(Springer Science and Business Media Deutschland GmbH, 2024) Abaido, Ghada M.; Chabani, ZakariyaIn today's world, luxury brands like Chanel and Louis Vuitton symbolize social status and prestige. Even though the Covid 19 pandemic had a significant negative impact on the luxury brand market, these brands showed resilience and ability to adapt to the new normal. In this paper, we discuss the pandemic's impact on luxury brands during and post pandemic. Additionally, we focus on the online marketing efforts and the shift in consumer buying habits in countries like the United States, Germany, and China. Results were generated using a qualitative approach to analyze secondary data from reliable sources, ensuring credibility and minimizing biases. Findings indicate that the pandemic significantly affected luxury consumers’ purchasing motivations and has posed numerous obstacles mainly; disrupted supply chains, diminished demand, and a transition towards online sales. A key implication also revealed a growing trend towards sustainability in consumer behavior during and post pandemic. Luxury brands have re-evaluated the impact of these unprecedented factors on their e-commerce strategies. These insights provide valuable information for industry professionals and consumers alike. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.Item Arcaboard: An Overview of the SElectromagnetic HoverBoard(Institute of Electrical and Electronics Engineers Inc., 2023) Al-Madi, Nagham; Al-Madi, Mohammad; Alzyadat, Wael; Mariah, Khulood Abu; Al-Khateeb, Ahmed; Al-Madi, FananItem Managing Social Media for Making Cancer Hospitals’ Brands More Human: A Proposal Model based on a Literature Review(Review of Communication Research, 2023) Aguerrebere, Pablo Medina; Medina, Eva; Pacanowski, Toni GonzálezManaging social media constitutes a challenge for cancer hospitals: internal processes, quality information, and the role of employees. These organizations resort to social media to enhance their relations with stakeholders and promote their brands at the same time. This paper analyzes how cancer hospitals could use social media to associate their brands with human values (patients’ rights, honesty, integrity, kindness, compassion), and become more credible institutions. To do that, we conducted a literature review on cancer hospitals’ communication initiatives on social media: we considered three databases, four keywords, and six inclusion/exclusion criteria to gather papers published on this topic between 2011 and 2020. We identified 114 papers. Based on that, we developed the PET Branding Model, an online communication model that these hospitals can implement to associate their brands with human values. We concluded that cancer hospitals need to implement a Social Media Unit that employs people from different professional backgrounds and work according to protocols; prioritize a public health approach focused on satisfying stakeholders’ needs in terms of information; and train the hospital’s employees on how to use social media professionally © This work is licensed under the Creative Commons Attribution-NonCommercial-3.0 Unported LicenseItem Public hospitals’ risk communication strategies during COVID-19: The case of Spain(Equinox Publishing Ltd, 2021) Aguerrebere, Pablo Medina; Calonge, David Santandreu; Hultberg, Patrik; Shah, Mariam Aman; Connor, MelissaItem Online reputation management in Spanish cancer patients' associations: a proposal model(Universidad de Alicante, 2022) Medina-Aguerrebere, Pablo; González-Pacanowski, Toni; Medina, EvaCancer patients' associations have become valid public health players because they help patients to face this disease from physical, emotional and social perspectives. Some of these associations resort to social media platforms not only to improve their relationships with patients, but also to promote their own brand. This paper seeks to understand how Spanish cancer patients' associations manage their social media platforms to promote their brand. To do that, we conducted a literature review about health communication; we considered 48 indicators to analyze how 107 associations belonging to the Spanish Group of Cancer Patients (Gepac) managed Facebook, Twitter, Youtube and their corporate website for branding initiatives; and we proposed a communication model for branding cancer patients' associations on these platforms (MedPac Model). We concluded that Spanish cancer patients' associations prioritize medical information but not brand-related elements, they lack the economic and human resources to produce a quality content, and they have not yet implemented a true corporate communication approach. © 2022 Pablo Medina-Aguerrebere, Toni Gonzalez-Pacanowski, Eva Medina.Item Promoting Health Education through Mobile Apps: A Quantitative Analysis of American Hospitals(MDPI, 2022-11) Medina Aguerrebere, Pablo; Medina, Eva; Gonzalez Pacanowski, ToniUsing mobile apps as a corporate communication tool helps hospitals to improve their health education initiatives. This paper aims to analyze how these organizations can use mobile apps to implement health education initiatives addressed to patients. To achieve this, we conducted a literature review (health education, mobile apps, role of doctors and patients), and we resorted to using 38 quantitative indicators to evaluate how the 100 best hospitals in the United States manage mobile apps for implementing health education initiatives addressed to patients. Our results prove that 95% of hospitals displayed general mobile apps for patients, but just some of these organizations proposed mobile apps for patients suffering from non-communicable diseases, including: heart diseases (9.47%), cancer (7.37%), chronic respiratory diseases (3.26%), and diabetes (3.16%). We concluded that hospitals should create a department specializing in designing mobile apps that are adapted to patients’ medical and social needs, and that are also consistent with public health priorities. © 2022 by the authors.Item Can ChatGPT improve communication in hospitals?(El Profesional de la Informacion, 2023-03-01) Santandreu-Calonge, David; Medina-Aguerrebere, Pablo; Hultberg, Patrik; Shah, Mariam-AmanHospitals’ use of communication is a crucial aspect of patient care, yet medical material is often hard to read and understand for patients. Issues related to lack of standardization, use of jargon, reliance on outdated technology, poor coordi-nation between health personnel, and shortage of healthcare workers lead to miscommunication, delays, and errors in patient care. By improving communication, hospitals can improve patient care and outcomes, and perhaps lower costs. This opinion piece compares current communication methods with the use of ChatGPT technology to explore whether ChatGPT can improve the efficiency and accuracy of communication in healthcare settings and, hence, improve patient care. While natural language processing (NLP) tools such as ChatGPT and other artificial-intelligence-generated content (AIGC) have tremendous potential to be very useful in healthcare, they should not be solely used as a substitute for humans and should therefore be used with caution. © 2023, El Profesional de la Informacion. All rights reserved.Item Branding cancer research institutions through social media platforms(Bastas, 2023-04) Medina-Aguerrebere, Pablo; Medina, Eva; Gonzalez-Pacanowski, ToniCancer research institutions resort to social media platforms to reinforce their relations with stakeholders and promote their brand. Nevertheless, they face several challenges: strict legal frameworks, patients’ new demands, and the development health technology. This paper aims to analyze how cancer research institutions manage social media platforms, as well as their corporate websites, for branding purposes. To do that, we conducted a literature review about cancer hospitals’ corporate communication strategies on these platforms; and then, we resorted to 48 indicators to evaluate how the top 100 cancer research institutions in the world managed their corporate websites, as well as their corporate profiles on Facebook, Twitter, and YouTube, for promoting their brand. We concluded that these organizations should use social media platforms to explain their brand architecture, develop a corporate website based on a public health approach, and describe their social engagements in a clearer way. Finally, we recommended three managerial initiatives for these organizations: creating an in-house communication department employing experts in communication and public health, conducting an intellectual reflection about the company’s brand genealogy, and integrating oncologists and nurses in the company’s corporate communication initiatives carried out on social media platforms. © 2023 by authors.Item Contextual differences in relation to attitudes and understanding of workplace bullying in New Zealand: Insights from the Hospitality and Education sectors(Wolters Kluwer, 2018) Forsyth, Darryl; Alhaseny, Sokaina; Catley, BevanItem The emerging ‘alternative’ journalism paradigm: Arab journalists and online news(Intellect Ltd., 2016-11-01) Douai, Aziz; Ben Moussa, MohamedItem Post-traumatic Mental and Physical Consequences of Frontline Reporting in the MENA Region(Bentham Science Publishers, 2022) Chadli, Lakhdar; Haq, Farooq Muhammad; Okasha, Ahmed; Attou, RafikBackground: A current need in journalistic frontline work is to understand the potential psychological and physical traumatic consequences that may result from on-duty appointments. Journalists are active in frontline zones to report on conflicts, crises, and natural disasters. In the Middle East and North Africa (MENA) region, reporters are not equipped or trained mentally or emotionally to handle stressful events. Most journalists suffer from certain degrees of post-traumatic mental and physical disorders associated with their frontline duties. Objective: The objective of this exploratory study is to provide comprehensive insights into challenges faced by journalists reporting in conflict zones in the MENA region. Methods: This research study is based on a qualitative research approach where data was collected by directly interviewing eight journalists who have covered frontline conflicts and disasters in the MENA region. The collected qualitative data was analysed by conducting a thematic analysis to appreciate emerging categories. The ontology of critical realism was adopted to recognise the real feelings and experiences of the responding journalists. Results: This original study presents six themes emerging from the data and researcher triangulation. The health and social issues in MENA are found to be most critical for high-risk reporting. Conclusion: Amidst the psychological and physical problems, all journalists did not give up their jobs or ask for privileges. Media houses could consider a more robust training plan based on health and safety to prepare these journalists. © 2022 Chadli et al.Item Digital Reputation Management in American Cancer Hospitals: A Proposed Model(Polish Communication Association, 2022-03) Aguerrebere, Pablo Medina; Medina, Eva; Pacanowski, Toni GonzalezCancer patients face complicated situations from an emotional, social and physical perspective. Hospitals help them through implementing corporate communication initiatives based on social media platforms. This win-win relationship allows hospitals to reinforce their brand reputation. This paper aims to better understand how cancer hospitals manage social media platforms for enhancing their brand as well as their relationships with stakeholders. To do that, we carried out a literature review about corporate communication in health organizations, as well as a content analysis about how the top 100 American cancer hospitals managed their corporate website as well as their corporate profile on Facebook, Twitter and YouTube for branding initiatives. Finally, we proposed the Reb Model for Branding Cancer Hospitals. We concluded that thanks to social media, cancer hospitals can reinforce their brand because these platforms allow them to promote human values, improve their internal processes and become a true source of scientific information. © 2022 Polish Communication Association. All rights reserved.Item Promoting Health Brands through Social Media. A Quantitative Analysis about the World’s Best Cancer Hospitals(Servicio de Publicaciones de la Universidad de Navarra, 2022) Aguerrebere, Pablo Medina; Medina, Eva; Pacanowski, Toni GonzálezCancer hospitals enforce different initiatives to accelerate digital transformation, such as mobile health or artificial intelligence. Nevertheless, some health professionals are not willing to adopt these technologies. In order to change some employees’ perspectives, these hospitals resort to social media platforms. This paper aims to evaluate how the worlds’ best cancer hospitals manage social media platforms, as well as their corporate website, with the aim of disseminating brand-related content and reinforce their reputation. Therefore, we reviewed literature on cancer hospitals’ corporate communication strategies, brand, social media platforms and online patient communities. We then resorted to 48 quantitative indicators to analyze how the 200 best cancer hospitals in the world managed Facebook, Twitter and YouTube, as well as their corporate website, for branding purposes. In order to identify the 200 best hospitals, we explored the World’s Best Specialized Hospitals 2021, an annual ranking published by Newsweek and Statista. The 48 indicators covered different elements concerning the hospitals’ identity and communication activities, as well as patient engagement on social media platforms. Our quantitative analysis proved that most cancer hospitals had a corporate website (70.5%) as well as a profile on Facebook (74%), Twitter (74.5%) and YouTube (67.5%). Nevertheless, most of them did not respect the 48 key performance indicators. Finally, we proposed three main conclusions: a) cancer hospitals should establish a Corporate Communication Department employing different experts in communication, health and big data; b) they should promote an integrated corporate communication approach; and c) they should implement brand ambassador programmes. © 2022 Communication & Society ISSN 0214-0039 E ISSN 2386-7876.Item Compressed feature vector-based effective object recognition model in detection of COVID-19(Elsevier B.V., 2022-02) Chen, Chao; Mao, Jinhong; Liu, Xinzhi; Tan, Yi; Abaido, Ghada M; Alsayed, HamdyItem Government failure or irresponsible residents? Framing Detroit’s water shutoffs before and during the COVID-19 pandemic(SAGE Publications Ltd, 2022-03) Mesmer, Kelsey; Frazier, Darryl; Burgess, ScottThis content analysis of news stories about the Detroit water shutoffs sought to understand how the ongoing water crisis is framed in local Detroit newspapers—as a human rights issue, or in relation to the city’s financial burden. Using a deductive framing approach, we paid special attention to the frames used within stories and whether articles contained context related to the water shutoffs, specifically about health implications. We paid particular attention to how the focus on health implications changed in response to the COVID-19 pandemic in 2020. Results showed that stories about the water shutoffs often included an economic consequences and responsibility frame which put the blame for the water shutoffs on the city’s government and simultaneously called for the city to step up and fix the problem. Very few news articles focused on the human element of the story, with only a small fraction of the stories including the voices of residents living with no water or focusing on the health implications for those without running water in their homes. These findings led us to make strategic recommendations for reporters covering the water shutoffs in Detroit and similar areas. © 2022 NOND of AEJMC.Item Research on a reference signal optimisation algorithm for indoor Bluetooth positioning(Sciendo, 2021) Luo, Heng; Hu, Xinyu; Zou, Youmin; Jing, Xinglei; Song, Chengyi; Ni, QidongGPS has a sharp performance decline in terms of accuracy indoors due to the complex building structure. A combined algorithm, targeting at received signal strength indication (RSSI) calibration optimisation, depending on deep neural network training via input vector Γ and the target output vector ψ, termed reference signal optimisation algorithm (RSOA) is proposed to improve the positioning accuracy in the indoor Bluetooth positioning networks. Experimental results show that the relative error of the proposed RSOA between the estimated results and the measured ones can reach as low as 0.2%, and the absolute errors can be reduced to 0.13 m at most within 10 m. © 2021 Heng Luo et al., published by Sciendo 2021.Item Twitter’s impact in building reputed hospital brands in USA(Obercom, 2020) Aguerrebere, Pablo MedinaSocial media have become a strategic tool for hospitals interested in boosting their corporate communication and achieving several organizational objectives such as improving patient's engagement or reinforcing their own corporate reputation. These platforms help hospitals adapt their communication strategies to a new context (new patients' demands, increasing competition between health organizations, development of health technologies, etc.). This paper aims to analyse Twitter's impact in branding initiatives led by hospitals. To do that, we carried out a literature review about corporate communication, branding and social media; and then, we analysed Twitter's corporate profiles of the best US hospitals in the treatment of oncological diseases. This paper concludes that hospitals interested in effectively using Twitter as a corporate communication tool for branding initiatives need to carry out a strategic reflection before launching any initiative on this platform, improve Twitter's integration with other social media platforms and mobile applications, and facilitate better collaborations between health professionals and communication experts. © 2020 Obercom. All rights reserved.