Online reputation management by cancer hospitals: A systematic literature review in the USA and Spain

dc.contributor.author Medina-Aguerrebere, Pablo
dc.contributor.author Gonzalez-Pacanowski, Toni
dc.contributor.author Medina, Eva
dc.date.accessioned 2021-02-10T10:40:33Z
dc.date.available 2021-02-10T10:40:33Z
dc.date.copyright © 2020
dc.date.issued 2020
dc.description This article is not available at CUD collection. The version of scholarly record of this article is published in Profesional de la Informacion (2020), available online at: https://doi.org/10.3145/epi.2020.nov.17 en_US
dc.description.abstract Cancer hospitals manage social media platforms in a professional way to improve their relationships with internal and external stakeholders and reinforce their corporate brand. To do so, they need their health professionals to be involved: these professionals become brand ambassadors able to influence society. Nevertheless, they face different challenges: legal issues, new patients’ demands, privacy-related matters, or the difficulty of disseminating scientific content. This literature review paper analyzes how cancer hospitals manage their social media platforms to improve their reputation. To do this, we carry out a systematic literature review focused on papers published in the USA and Spain, based on the Salsa framework proposed by Grant and Booth (2009). We then define an online corporate communication model allowing cancer hospitals to improve their reputation through Facebook, Twitter, and YouTube (MedPac Model for Building Cancer Hospital Brands). The paper concludes that this model is useful for cancer hospitals because it prioritizes persons (brand ambassadors) rather than companies, focuses on scientific and emotional content rather than business information, and is based on human values. © 2020, El Profesional de la Informacion. All rights reserved. en_US
dc.description.sponsorship This paper is a result of the “Interactive storytelling and digital visibility in the digital documentary and structured journalism” research project funded by Feder and the Spanish Ministry of Sciences, Innovation, and Universities(RTI2018-095714-B-C21).Eva Medina https://orcid.org/0000-0001-6276-4127University of AlicanteSchool of Communication and Psychology03690 San Vicente Raspeig (Alicante), Spaineva.medina25818@gmail.com en_US
dc.identifier.citation Medina-Aguerrebere, P., Gonzalez-Pacanowski, T., & Medina, E. (2020). Online reputation management by cancer hospitals: A systematic literature review in the USA and Spain. Profesional De La Información, 29(6), pp. 1-24. https://doi.org/10.3145/epi.2020.nov.17 en_US
dc.identifier.issn 13866710
dc.identifier.uri https://doi.org/10.3145/epi.2020.nov.17
dc.identifier.uri http://hdl.handle.net/20.500.12519/331
dc.language.iso en en_US
dc.publisher El Profesional de la Informacion en_US
dc.relation Authors Affiliations : Medina-Aguerrebere, P., Canadian University Dubai, Faculty of Communications, Arts and Sciences 1stinterchange, Sheikh Zayed Road, PO Box 117781, Dubai, United Arab Emirates; González-Pacanowski, T., University of Alicante, School of Communication and Psychology, San Vicente Raspeig (Alicante), 03690, Spain; Medina, E., University of Alicante, School of Communication and Psychology, San Vicente Raspeig (Alicante), 03690, Spain
dc.relation.ispartofseries El Profesional de la Informacion;Volume 29, Issue 6
dc.rights Permission to reuse abstract has been secured from El Profesional de la Informacion.
dc.rights.holder Copyright : © 2020, El Profesional de la Informacion. All rights reserved.
dc.subject Branding en_US
dc.subject Cancer en_US
dc.subject Corporate communication en_US
dc.subject Engagement en_US
dc.subject Health organizations en_US
dc.subject Hospitals en_US
dc.subject Organizational communication en_US
dc.subject Public health en_US
dc.subject Public relations en_US
dc.subject Reputation en_US
dc.subject Review article en_US
dc.subject Social media en_US
dc.subject Stakeholders en_US
dc.title Online reputation management by cancer hospitals: A systematic literature review in the USA and Spain en_US
dc.type Article en_US
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