Hospital brand promotion through interpersonal communication maintained by health professionals on social media

dc.contributor.author Aguerrebere, Pablo Medina
dc.date.accessioned 2020-01-23T11:58:44Z
dc.date.available 2020-01-23T11:58:44Z
dc.date.copyright 2019 en_US
dc.date.issued 2019
dc.description This article is not available at CUD collection. The version of scholarly record of this article is published in Tripodos (2019), available online at: http://www.tripodos.com/index.php/Facultat_Comunicacio_Blanquerna/article/view/616. en_US
dc.description.abstract The implementation of social media as a corporate communication tool, the new demands of patients, and greater competition between hospitals have led these organizations to rethink their communication strategies. The creation of a reputed brand that helps an organization to reinforce its strategic positioning in the health market has become a strategic priority for all hospitals. This literature review paper aims to analyze the impact on hospital brand construction of the interpersonal communication between health professionals and the organization's stakeholders in social media. This paper proposes a model of brand building based on the interpersonal communication carried out by these professionals in social media, and concludes that hospitals that want to build a reputed brand must take economic and management measures, implement communication plans and promote collaboration between health professionals and corporate communication experts. © 2019 Blanquerna School of Communication and International Relations. All rights reserved. en_US
dc.identifier.citation Aguerrebere, P. M. (2019). Hospital brand promotion through interpersonal communication maintained by health professionals on social media | La promoción de la marca hospitalaria a través de la comunicación interpersonal que mantiene el profesional de la salud en las redes sociales. Tripodos, 44, 9–23. http://www.tripodos.com/index.php/Facultat_Comunicacio_Blanquerna/article/view/616 en_US
dc.identifier.issn 11383305
dc.identifier.uri http://www.tripodos.com/index.php/Facultat_Comunicacio_Blanquerna/article/view/616
dc.identifier.uri http://hdl.handle.net/20.500.12519/16
dc.language.iso en en_US
dc.publisher Blanquerna School of Communication and International Relations en_US
dc.relation Author Affiliation: Aguerrebere, P.M., Canadian University, Dubai, United Arab Emirates
dc.relation.ispartofseries Tripodos;Vol. 44
dc.rights Permission to reuse abstract has been secured from Blanquerna School of Communication and International Relations.
dc.rights.holder Copyright : 2019 Blanquerna School of Communication and International Relations. All rights reserved.
dc.subject Brand en_US
dc.subject Health professionals en_US
dc.subject Hospital en_US
dc.subject Interpersonal communication en_US
dc.subject Social media en_US
dc.title Hospital brand promotion through interpersonal communication maintained by health professionals on social media en_US
dc.title.alternative La promoción de la marca hospitalaria a través de la comunicación interpersonal que mantiene el profesional de la salud en las redes sociales en_US
dc.type Article en_US
Files
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description: