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

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dc.contributor.authorMedina-Aguerrebere, Pablo
dc.contributor.authorGonzalez-Pacanowski, Toni
dc.contributor.authorMedina, Eva
dc.date.accessioned2021-02-10T10:40:33Z
dc.date.available2021-02-10T10:40:33Z
dc.date.copyright© 2020
dc.date.issued2020
dc.descriptionThis 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.17en_US
dc.description.abstractCancer 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.sponsorshipThis 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.comen_US
dc.identifier.citationMedina-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.17en_US
dc.identifier.issn13866710
dc.identifier.urihttps://doi.org/10.3145/epi.2020.nov.17
dc.identifier.urihttp://hdl.handle.net/20.500.12519/331
dc.language.isoenen_US
dc.publisherEl Profesional de la Informacionen_US
dc.relationAuthors 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.ispartofseriesEl Profesional de la Informacion;Volume 29, Issue 6
dc.rightsPermission to reuse abstract has been secured from El Profesional de la Informacion.
dc.rights.holderCopyright : © 2020, El Profesional de la Informacion. All rights reserved.
dc.subjectBrandingen_US
dc.subjectCanceren_US
dc.subjectCorporate communicationen_US
dc.subjectEngagementen_US
dc.subjectHealth organizationsen_US
dc.subjectHospitalsen_US
dc.subjectOrganizational communicationen_US
dc.subjectPublic healthen_US
dc.subjectPublic relationsen_US
dc.subjectReputationen_US
dc.subjectReview articleen_US
dc.subjectSocial mediaen_US
dc.subjectStakeholdersen_US
dc.titleOnline reputation management by cancer hospitals: A systematic literature review in the USA and Spainen_US
dc.typeArticleen_US

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