Ponte Academic Journal Feb 2020, Volume 76, Issue 2 |
THE IMPACT OF SOCIAL MEDIA IN BUILDING HOSPITAL BRANDS BASED ON HUMAN VALUES: A PROPOSAL MODEL Author(s): Pablo Medina Aguerrebere ,Toni Gonzalez Pacanowski, Eva Medina J. Ponte - Feb 2020 - Volume 76 - Issue 2 doi: 10.21506/j.ponte.2020.2.9 Abstract: The professional management of social media as a corporate communication tool has become a priority for hospitals interested in building a reputed brand. These platforms let hospitals to dynamise their relationships with internal and external stakeholders. This paper aims to understand how to use these platforms for developing a hospital brand based on human values allowing the company to become a meaningful brand to its stakeholders. To do that, we carried out a research about corporate communication, branding and social media, and we proposed an online communication model focused on building reputed hospital brands based on a human approach (Human Branding Model for Hospital). We concluded that hospitals should implement a knowledge management system to analyse all information gathered from social media, use these social platforms only for public relations and public health initiatives, and increase their investments in research about stakeholders needs and expectations.
|
Download full text: Check if you have access through your login credentials or your institution |
|
Guide for Authors
This guideline has been prepared for the authors to new submissions and after their manuscripts have been accepted |
Authors Login
We welcome refrees who would be willing to act as reviewers |
Paper Tracking
You can track your submitted article from this tab |
Editorial Board
The international editorial board is headed by Dr. Maria E. Boschi |
General Policies
Papers that are published or held by the Journal may not be published elsewhere |
Peer Review Process
Papers will be sent to three peer reviewers for evaluation |