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The role of social networks in brand communication in Canadian hospitals

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dc.contributor.author Aguerrebere, Pablo Medina
dc.date.accessioned 2020-04-22T08:40:20Z
dc.date.available 2020-04-22T08:40:20Z
dc.date.copyright 2019
dc.date.issued 2018-09
dc.identifier.citation Aguerrebere, P.M. (2018). Le rôle des réseaux sociaux dans la communication de marque des hôpitaux canadiens / The role of social networks in brand communication in Canadian hospitals. Canadian Journal of Information and Library Science 42(3), 176-191. https://www.muse.jhu.edu/article/743051. en_US
dc.identifier.issn 1195096X
dc.identifier.uri https://www.muse.jhu.edu/article/743051
dc.identifier.uri http://hdl.handle.net/20.500.12519/208
dc.description This article is not available at CUD collection. The version of scholarly record of this Article is published in Canadian Journal of Information and Library Science (2018), available online at: https://www.muse.jhu.edu/article/743051 en_US
dc.description.abstract The development of communication technologies, patient demands and organizational changes require hospitals to build a renowned brand that help the organization to develop its strategic positioning. In this context, social media represent a strategic opportunity. This paper aims to analyse the real impact of social media in the branding communication of Canadian hospitals. To do this, we carried out a literature review about corporate communication; and, then we evaluated the use of social media as a corporate communication tool by the 100 best hospitals in Canada. This paper concludes that hospital communication on social media must respect three pillars: a) promote the audiovisual language, b) analyse the relations between publications and the increase of followers and c) work in a multidisciplinary way. © 2019 The Canadian Journal of Information and Library Science. en_US
dc.language.iso fr en_US
dc.publisher University of Toronto Press Inc. en_US
dc.relation Author Affilations : Aguerrebere, P.M., Canadian University Dubai, United Arab Emirates
dc.relation.ispartofseries Canadian Journal of Information and Library Science;Volume 42, Issue 3-4
dc.rights Permission to reuse abstract has been secured from University of Toronto Press Inc.
dc.subject Brand en_US
dc.subject Corporate communication en_US
dc.subject Hospital en_US
dc.subject Reputation en_US
dc.subject Social media en_US
dc.title The role of social networks in brand communication in Canadian hospitals en_US
dc.title.alternative Le rôle des réseaux sociaux dans la communication de marque des hôpitaux canadiens
dc.type Article en_US
dc.rights.holder Copyright : 2019 The Canadian Journal of Information and Library Science


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