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Twitter’s impact in building reputed hospital brands in USA

Show simple item record Aguerrebere, Pablo Medina 2021-07-13T16:20:21Z 2021-07-13T16:20:21Z © 2020 2020
dc.identifier.citation Aguerrebere, P. M. (2020). Twitter's impact in building reputed hospital brands in USA. Observatorio, 14(4), 63-77. en_US
dc.identifier.issn 16465954
dc.description This article is not available at CUD collection. The version of scholarly record of this article is published in Observatorio (2020), available online at: en_US
dc.description.abstract Social 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. en_US
dc.language.iso en en_US
dc.publisher Obercom en_US
dc.relation Authors Affiliations : Aguerrebere, P.M., Canadian University, Dubai, United Arab Emirates
dc.relation.ispartofseries Observatorio;Volume 14, Issue 4
dc.rights Creative Commons Attribution License
dc.subject Brand en_US
dc.subject Corporate Communication en_US
dc.subject Hospital en_US
dc.subject Social Media en_US
dc.subject Twitter en_US
dc.title Twitter’s impact in building reputed hospital brands in USA en_US
dc.type Article en_US
dc.rights.holder Copyright : © 2020 Obercom. All rights reserved.

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