Online reputation management in Spanish cancer patients' associations: a proposal model

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dc.contributor.authorMedina-Aguerrebere, Pablo
dc.contributor.authorGonzález-Pacanowski, Toni
dc.contributor.authorMedina, Eva
dc.date.accessioned2023-09-12T13:05:48Z
dc.date.available2023-09-12T13:05:48Z
dc.date.issued2022
dc.description.abstractCancer patients' associations have become valid public health players because they help patients to face this disease from physical, emotional and social perspectives. Some of these associations resort to social media platforms not only to improve their relationships with patients, but also to promote their own brand. This paper seeks to understand how Spanish cancer patients' associations manage their social media platforms to promote their brand. To do that, we conducted a literature review about health communication; we considered 48 indicators to analyze how 107 associations belonging to the Spanish Group of Cancer Patients (Gepac) managed Facebook, Twitter, Youtube and their corporate website for branding initiatives; and we proposed a communication model for branding cancer patients' associations on these platforms (MedPac Model). We concluded that Spanish cancer patients' associations prioritize medical information but not brand-related elements, they lack the economic and human resources to produce a quality content, and they have not yet implemented a true corporate communication approach. © 2022 Pablo Medina-Aguerrebere, Toni Gonzalez-Pacanowski, Eva Medina.
dc.identifier.citationMedina Aguerrebere, P., González-Pacanowski, A., & Medina, E. (2022). Online reputation management in Spanish cancer patients’ associations: a proposal model. Revista Mediterranea de Comunicacion, 13(2), 317-335. https://doi.org/10.14198/MEDCOM.22240
dc.identifier.issn25300024
dc.identifier.urihttps://doi.org/10.14198/MEDCOM.22240
dc.identifier.urihttps://hdl.handle.net/20.500.12519/825
dc.language.isoen
dc.publisherUniversidad de Alicante
dc.relation.ispartofseriesRevista Mediterranea de Comunicacion; Volume 13, Issue 2
dc.rightsThis work is licensed under a Creative Commons Attribution 4.0 International License.
dc.rights.holderCopyright : © 2022 Pablo Medina-Aguerrebere, Toni Gonzalez-Pacanowski, Eva Medina.
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectBrand
dc.subjectCancer Patients' Associations
dc.subjectCorporate Communication
dc.subjectReputation
dc.subjectSocial Media
dc.titleOnline reputation management in Spanish cancer patients' associations: a proposal model
dc.title.alternativeLa gestión de la reputación online en las asociaciones españolas de enfermos de cáncer: una propuesta de modelo
dc.typeArticle

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