Digital Reputation Management in American Cancer Hospitals: A Proposed Model

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dc.contributor.authorAguerrebere, Pablo Medina
dc.contributor.authorMedina, Eva
dc.contributor.authorPacanowski, Toni Gonzalez
dc.date.accessioned2022-12-21T12:39:36Z
dc.date.available2022-12-21T12:39:36Z
dc.date.copyright© 2022
dc.date.issued2022-03
dc.description.abstractCancer 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.
dc.identifier.citationAguerrebere, P. M., Medina, E., & Pacanowski, T. G. (2022). Digital reputation management in american cancer hospitals: A proposed model. Central European Journal of Communication, 15(2), 265-285. doi:10.51480/1899-5101.15.2(31).5
dc.identifier.issn18995101
dc.identifier.urihttps://doi.org/10.51480/1899-5101.15.2(31).5
dc.identifier.urihttps://hdl.handle.net/20.500.12519/731
dc.language.isoen_US
dc.publisherPolish Communication Association
dc.relationAuthors Affiliations : Aguerrebere, P.M., Canadian University, Dubai, United Arab Emirates; Medina, E., University of Alicante, Spain; Pacanowski, T.G., University of Alicante, Spain
dc.relation.ispartofseriesCentral European Journal of Communication; Volume 15, Issue 2
dc.rightsCreative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) License
dc.rights.holderCopyright : © 2022 Polish Communication Association. All rights reserved.
dc.rights.urihttps://creativecommons.org/licenses/by-sa/4.0/
dc.subjectBrand
dc.subjectCorporate Communication
dc.subjectHospital
dc.subjectReputation
dc.subjectSocial Media
dc.titleDigital Reputation Management in American Cancer Hospitals: A Proposed Model
dc.typeArticle

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