The role of social networks in brand communication in Canadian hospitals

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dc.contributor.authorAguerrebere, Pablo Medina
dc.date.accessioned2020-04-22T08:40:20Z
dc.date.available2020-04-22T08:40:20Z
dc.date.copyright2019
dc.date.issued2018-09
dc.descriptionThis 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/743051en_US
dc.description.abstractThe 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.citationAguerrebere, 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.issn1195096X
dc.identifier.urihttps://www.muse.jhu.edu/article/743051
dc.identifier.urihttp://hdl.handle.net/20.500.12519/208
dc.language.isofren_US
dc.publisherUniversity of Toronto Press Inc.en_US
dc.relationAuthor Affilations : Aguerrebere, P.M., Canadian University Dubai, United Arab Emirates
dc.relation.ispartofseriesCanadian Journal of Information and Library Science;Volume 42, Issue 3-4
dc.rightsPermission to reuse abstract has been secured from University of Toronto Press Inc.
dc.rights.holderCopyright : 2019 The Canadian Journal of Information and Library Science
dc.subjectBranden_US
dc.subjectCorporate communicationen_US
dc.subjectHospitalen_US
dc.subjectReputationen_US
dc.subjectSocial mediaen_US
dc.titleThe role of social networks in brand communication in Canadian hospitalsen_US
dc.title.alternativeLe rôle des réseaux sociaux dans la communication de marque des hôpitaux canadiens
dc.typeArticleen_US

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