The role of social networks in brand communication in Canadian hospitals
| dc.contributor.author | Aguerrebere, Pablo Medina | |
| dc.date.accessioned | 2020-04-22T08:40:20Z | |
| dc.date.available | 2020-04-22T08:40:20Z | |
| dc.date.copyright | 2019 | |
| dc.date.issued | 2018-09 | |
| dc.description | This article is not available at CUD collection. The version of scholarly record of this Article is published in Canadian Journal of Information and Library Science (2018), available online at: https://www.muse.jhu.edu/article/743051 | en_US |
| dc.description.abstract | The development of communication technologies, patient demands and organizational changes require hospitals to build a renowned brand that help the organization to develop its strategic positioning. In this context, social media represent a strategic opportunity. This paper aims to analyse the real impact of social media in the branding communication of Canadian hospitals. To do this, we carried out a literature review about corporate communication; and, then we evaluated the use of social media as a corporate communication tool by the 100 best hospitals in Canada. This paper concludes that hospital communication on social media must respect three pillars: a) promote the audiovisual language, b) analyse the relations between publications and the increase of followers and c) work in a multidisciplinary way. © 2019 The Canadian Journal of Information and Library Science. | en_US |
| dc.identifier.citation | Aguerrebere, P.M. (2018). Le rôle des réseaux sociaux dans la communication de marque des hôpitaux canadiens / The role of social networks in brand communication in Canadian hospitals. Canadian Journal of Information and Library Science 42(3), 176-191. https://www.muse.jhu.edu/article/743051. | en_US |
| dc.identifier.issn | 1195096X | |
| dc.identifier.uri | https://www.muse.jhu.edu/article/743051 | |
| dc.identifier.uri | http://hdl.handle.net/20.500.12519/208 | |
| dc.language.iso | fr | en_US |
| dc.publisher | University of Toronto Press Inc. | en_US |
| dc.relation | Author Affilations : Aguerrebere, P.M., Canadian University Dubai, United Arab Emirates | |
| dc.relation.ispartofseries | Canadian Journal of Information and Library Science;Volume 42, Issue 3-4 | |
| dc.rights | Permission to reuse abstract has been secured from University of Toronto Press Inc. | |
| dc.rights.holder | Copyright : 2019 The Canadian Journal of Information and Library Science | |
| dc.subject | Brand | en_US |
| dc.subject | Corporate communication | en_US |
| dc.subject | Hospital | en_US |
| dc.subject | Reputation | en_US |
| dc.subject | Social media | en_US |
| dc.title | The role of social networks in brand communication in Canadian hospitals | en_US |
| dc.title.alternative | Le rôle des réseaux sociaux dans la communication de marque des hôpitaux canadiens | |
| dc.type | Article | en_US |