Twitter’s impact in building reputed hospital brands in USA

dc.contributor.authorAguerrebere, Pablo Medina
dc.date.accessioned2021-07-13T16:20:21Z
dc.date.available2021-07-13T16:20:21Z
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 Observatorio (2020), available online at: https://doi.org/10.15847/obsOBS14420201531en_US
dc.description.abstractSocial media have become a strategic tool for hospitals interested in boosting their corporate communication and achieving several organizational objectives such as improving patient's engagement or reinforcing their own corporate reputation. These platforms help hospitals adapt their communication strategies to a new context (new patients' demands, increasing competition between health organizations, development of health technologies, etc.). This paper aims to analyse Twitter's impact in branding initiatives led by hospitals. To do that, we carried out a literature review about corporate communication, branding and social media; and then, we analysed Twitter's corporate profiles of the best US hospitals in the treatment of oncological diseases. This paper concludes that hospitals interested in effectively using Twitter as a corporate communication tool for branding initiatives need to carry out a strategic reflection before launching any initiative on this platform, improve Twitter's integration with other social media platforms and mobile applications, and facilitate better collaborations between health professionals and communication experts. © 2020 Obercom. All rights reserved.en_US
dc.identifier.citationAguerrebere, P. M. (2020). Twitter's impact in building reputed hospital brands in USA. Observatorio, 14(4), 63-77. https://doi.org/10.15847/obsOBS14420201531en_US
dc.identifier.issn16465954
dc.identifier.urihttps://doi.org/10.15847/obsOBS14420201531
dc.identifier.urihttp://hdl.handle.net/20.500.12519/410
dc.language.isoenen_US
dc.publisherObercomen_US
dc.relationAuthors Affiliations : Aguerrebere, P.M., Canadian University, Dubai, United Arab Emirates
dc.relation.ispartofseriesObservatorio;Volume 14, Issue 4
dc.rightsCreative Commons Attribution License
dc.rights.holderCopyright : © 2020 Obercom. All rights reserved.
dc.rights.urihttp://creativecommons.org/licenses/by-nc/2.0/
dc.subjectBranden_US
dc.subjectCorporate Communicationen_US
dc.subjectHospitalen_US
dc.subjectSocial Mediaen_US
dc.subjectTwitteren_US
dc.titleTwitter’s impact in building reputed hospital brands in USAen_US
dc.typeArticleen_US

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