دورية أكاديمية
Online reputation management in Spanish cancer patients’ associations: a proposal model ; La gestión de la reputación online en las asociaciones españolas de enfermos de cáncer: una propuesta de modelo
| العنوان: | Online reputation management in Spanish cancer patients’ associations: a proposal model ; La gestión de la reputación online en las asociaciones españolas de enfermos de cáncer: una propuesta de modelo |
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| المؤلفون: | Medina-Aguerrebere, Pablo, Gonzalez-Pacanowski, Toni, Medina, Eva |
| المصدر: | Revista Mediterránea de Comunicación / Mediterranean Journal of Communication; Vol. 13, Núm. 2 (2022); 317-335 ; Revista Mediterránea de Comunicación/Mediterranean Journal of Communication; Vol. 13, Núm. 2 (2022); 317-335 ; Revista Mediterránea de Comunicación; Vol. 13, Núm. 2 (2022); 317-335 ; 1989-872X |
| بيانات النشر: | Universidad de Alicante |
| سنة النشر: | 2022 |
| مصطلحات موضوعية: | Cancer Patients’ Associations, Corporate Communication, Brand, Reputation, Social Media, Asociaciones de Pacientes de Cancer, Comunicación Corporativa, Marca, Reputación, Redes Sociales |
| الوصف: | Cancer patients’ associations have become valid public health players because they help patients to face this disease from physical, emotional and social perspectives. Some of these associations resort to social media platforms not only to improve their relationships with patients, but also to promote their own brand. This paper seeks to understand how Spanish cancer patients’ associations manage their social media platforms to promote their brand. To do that, we conducted a literature review about health communication; we considered 48 indicators to analyze how 107 associations belonging to the Spanish Group of Cancer Patients (Gepac) managed Facebook, Twitter, Youtube and their corporate website for branding initiatives; and we proposed a communication model for branding cancer patients’ associations on these platforms (MedPac Model). We concluded that Spanish cancer patients’ associations prioritize medical information but not brand-related elements, they lack the economic and human resources to produce a quality content, and they have not yet implemented a true corporate communication approach. ; Las asociaciones de enfermos de cáncer se han convertido en un verdadero actor de salud pública ya que ayudan a los pacientes a afrontar esta enfermedad desde un punto de vista físico, emocional y social. Algunas de estas asociaciones recurren a las redes sociales para mejorar sus relaciones con los pacientes, así como para promocionar su propia marca. Este artículo tiene como objetivo comprender cómo las asociaciones españolas de pacientes con cáncer gestionan sus redes sociales para promover su marca. Para ello, realizamos una revisión de literatura sobre comunicación en salud; recurrimos a 48 indicadores para analizar cómo las 107 asociaciones pertenecientes al Grupo Español de Enfermos de Cáncer (Gepac) gestionaban Facebook, Twitter, Youtube y su web corporativa para promocionar su marca; y finalmente proponemos un modelo de comunicación para ayudar a dichas asociaciones a promocionar su marca en las redes ... |
| نوع الوثيقة: | article in journal/newspaper |
| اللغة: | English Spanish; Castilian |
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| DOI: | 10.14198/MEDCOM.22240 |
| الإتاحة: | https://doi.org/10.14198/MEDCOM.22240Test https://doi.org/10.24331/ijere.1067952Test https://doi.org/10.1080/10410236.2014.923086Test https://doi.org/10.4185/RLCS-2016-1137Test https://doi.org/10.4185/RLCS-2015-1065Test https://doi.org/10.1080/07359683.2016.1275211Test https://doi.org/10.7764/cdi.38.926Test https://doi.org/10.14198/MEDCOM000013Test https://doi.org/10.1080/17459435.2015.1088892Test https://doi.org/10.15847/obsOBS14420201531Test |
| حقوق: | Copyright (c) 2022 Pablo Medina Aguerrebere, Toni Gonzalez Pacanowski, Eva Medina ; https://creativecommons.org/licenses/by/4.0Test |
| رقم الانضمام: | edsbas.43DE9CBC |
| قاعدة البيانات: | BASE |
| DOI: | 10.14198/MEDCOM.22240 |
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