The online reputation management of hospital brands: a model proposal
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Published
30-11-2017
Pablo Medina Aguerrebere
http://orcid.org/0000-0003-3101-7035
Abstract
The objective of this bibliographic review paper is to analyse the impact of social media in the creation of the online reputation of a hospital brand. This paper proposes the PMA model for online reputation management in hospital brands and concludes that the existence of a multidisciplinary team, the brand projection in the long term and the involvement of health professionals are determining factors, which help the Hospital Head of Communication to create a reputed brand.
How to Cite
Medina Aguerrebere, P. (2017). The online reputation management of hospital brands: a model proposal. ZER - Journal of Communication Studies, 22(43). https://doi.org/10.1387/zer.17908
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References
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Adams, S. (2010). Revisiting the online health information reliability debate in the wake of web 2.0: an interdisciplinary literature and website review. International Journal of Medical Informatics, 79 (6), 391-400. Doi: http://dx.doi.org/10.1016/j.ijmedinf.2010.01.006.
Alpert, J., y Womble, F. (2016). Just What the Doctor Tweeted: Physicians' Challenges and Rewards of Using Twitter. Health Communication, 31 (7), 824-832. Doi: http://dx.doi.org/10.1080/10410236.2015.1007551.
Andersen, M. (2010). Creating esprit de corps in times of crisis. Corporate Communications: An International Journal, 15 (1), 102 – 123. Doi: 10.1108/13563281011016868.
Antheunis, M., Tates, K., y Nieboer, T. (2013). Patients' and health professionals' use of social media in health care: Motives, barriers and expectations. Patient Education and Counselling, 92 (3), 426-431. Doi: http://dx.doi.org/10.1016/j.pec.2013.06.020.
Bernhardt, J., Mays, D., y Kreuter, M. (2011). Dissemination 2.0: Closing the Gap Between Knowledge and Practice With New Media and Marketing. Journal of Health Communication, 16:sup1, 32-44, DOI: 10.1080/10810730.2011.593608
Britnell, M. (2011). Increasing importance of social media in healthcare. KPMG International, 8, 1-22.
Bubien, Y. (2015). Hôpital 2.0: du virtuel au réel. European Psychiatry, 30 (8), S74.
Cady, S., Wheeler, J., DeWolf, J., y Brodke, M. (2011). Mission, vision and values: what do they say? Organizational Development Journal, 29 (1), 63-78.
Campbell, B., y Craig, Clay (2014). Social media and health: current and future healthcare provider perspectives. Journal of Contemporary Medical Education, 2 (2), 128-133. Doi: 10.5455/jcme.20140515123200.
Chun, R. (2005). Corporate reputation: meaning and measurement. International Journal of Management Reviews, 7 (2), 91-109. DOI: 10.1111/j.1468-2370.2005.00109.x
Cormode, G., y Krishnamurthy, B. (2008). Key differences between web 1.0 and web 2.0. First Monday, 13 (6), 2.
Desmidt, S., Prinzie, A., y Decramer, A. (2011). Looking for the value of mission statements: a meta-analysis of 20 years of research. Management Decision, 49(3), 468-483. Doi: 10.1108/00251741111120806.
Dijkmans, C., Kerhof, P., y Beukeboom, C. (2014). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, 58–67. DOI: https://doi.org/10.1016/j.tourman.2014.09.005.
Ditlevsen, M. (2012). Revealing corporate identities in annual reports. Corporate Communications: An International Journal, 17 (3), 379–403. Doi: 10.1108/13563281211253593.
Drake, S., Gulman, M., y Roberts, S. (2005). Light their fire: using internal marketing to ignite employee performance and wow your customers. Chicago: Dearborn Trade Publishing.
Fombrun, C., Gardberg, N., y Sever, J. (2000). The reputation quotient: a multiple stakeholder measure of corporate reputation. Journal of Brand Management, 7(4), 241-255.
Fombrun, C.J., Gardberg, N.A. and Sever, J.M.
(2000). The reputation quotient: a multiple stake-
holder measure of corporate reputation. Journal of
Brand Management, 7(4), 241–255.
Fombrun, C.J., Gardberg, N.A. and Sever, J.M.
(2000). The reputation quotient: a multiple stake-
holder measure of corporate reputation. Journal of
Brand Management, 7(4), 241–255.
Fombrun, C.J., Gardberg, N.A. and Sever, J.M.
(2000). The reputation quotient: a multiple stake-
holder measure of corporate reputation. Journal of
Brand Management, 7(4), 241–255.
Fordis, M., Street, R., Volk, R., y Smith, Q. (2011). The Prospects for Web 2.0 Technologies for Engagement, Communication, and Dissemination in the Era of Patient-Centered Outcomes Research: Selected Articles Developed From the Eisenberg Conference Series 2010 Meeting. Journal of Health Communication, 16 (1), 3-9. DOI: 10.1080/10810730.2011.598398.
Füller, J., Schroll, R., Dennhardt, S., y Hutter, K. (2012). Social brand value and the value enhancing role of social media relationships for brands. Proceedings of the 45th Annual Hawaii International Conference of System Sciences (pp.3218-3227). Maui: Computer Society Press.
Gage-Bouchard, E., LaValley, S., Mollica, M., y Beaupin, L. (2016). Communication and Exchange of Specialized Health-Related Support Among People With Experiential Similarity on Facebook. Health Communication, 2, 1-8. Doi: http://dx.doi.org/10.1080/10410236.2016.1196518.
Gao, G., McCullough, J., Agarwal, R., y Jha, A. (2012). A changing landscape of physician quality reporting: analysis of patients' online ratings of their physicians over a 5-year period. Journal of Medical Internet Research, 14, e38. Doi: 10.2196/jmir.2003.
George, D., Rovniak, L., y Kraschnewski, J. (2013). Dangers and opportunities for social media in medicine. Clinical Obstetrics and Gynecology, 56(3), 453–462. Doi: 10.1097/GRF.0b013e318297dc38.
Gibbons, C., Fleisher, L., Slamon, R., Bass, S., Kandadai, V., y Beck, R. (2011) Exploring the Potential of Web 2.0 to Address Health Disparities. Journal of Health Communication, 16 (1), 77-89. DOI: 10.1080/10810730.2011.596916.
Greaves, F., Ramirez Cano, D., Millett, C., Darzi, A., y Donaldson, L. (2013). Harnessing the cloud of patient experience: Using social media to detect poor quality healthcare. BMJ Quality & Safety, 22(3), 251-255. DOI: 10.1136/bmjqs-2012-001527.
Griffis, H., Kilaru, A., Werner, R., Asch, D., Hershey, J., Hill, S., Ha, Y., Sellers, A., Mahoney, K., y Merchant, R. (2014). Use of Social Media Across US Hospitals: Descriptive Analysis of Adoption and Utilization. Journal of Medical Internet Research, 16(11), e264. DOI: 10.2196/jmir.3758
He, H., y Balmer, J. (2013). A grounded theory of the corporate identity and corporate strategy dynamic. European Journal of Marketing, 47 (3-4), 401-430. Doi: 10.1108/03090561311297391.
He, H., y Balmer, J. (2008). Identity studies: multiple perspectives and implications for corporate-level marketing. European Journal of Marketing, 41(7/8), 765-785. Doi: 10.1108/03090560710752393.
Hoon Kim, K., Sik Kim, K., Yul Kim, D., Ho Kim, J., y Hou Kang, S. (2008). Brand equity in hospital marketing. Journal of Business Research, 61 (1), 75-82. Doi: 10.1016/j.jbusres.2006.05.010.
Jaakson, K. (2010). Management by values: are some values better than others? Journal of Management Development, 29 (9), 795 – 806. Doi: 10.1108/02621711011072504.
Kantabutra, S., y Avery, G. (2010). The power of vision: statements that resonate. Journal of Business Strategy, 31(1), 37-45. Doi: 10.1108/02756661011012769.
Kemp, E., Jillapalli, R., y Becerra, E. (2014). Healthcare branding: developing emotionally based consumer brand relationships. Journal of Services Marketing, 28 (2), 126–137. Doi: 10.1108/JSM-08-2012-0157.
Kietzmann, J., Hermkens, K., McCarthy, I., y Silvestre, B. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251. Doi: http://dx.doi.org/10.1016/j.bushor.2011.01.005.
Klein, A. (2011). Corporate culture: its value as a resource for competitive advantage. Journal of Business Strategy, 32 (2), 21 – 28. Doi: 10.1108/02756661111109743.
Laroche, M., Habibi, M., y Richard, M. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33 (1), 76-82. Doi: 10.1016/j.ijinfomgt.2012.07.003.
Lee, H., Lee, C., y Wu, C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45 (7/8), 1091–1111. Doi: 10.1108/03090561111137624.
Lim, W. (2016). Social media in medical and health care: opportunities and challenges. Marketing Intelligence & Planning, 34 (7), 964 – 976. Doi: http://dx.doi.org/10.1108/MIP-06-2015-0120.
Marshall, J., y Adamic, M. (2010). The story is the message: shaping corporate culture. Journal of Business Strategy, 31 (2), 18–23. Doi: 10.1108/02756661011025035.
McCarroll, M., Armbruster, S., Chung, J., Kim, J., McKenzie, A., y Von Gruenigen, V. (2014). Health Care and Social Media Platforms in Hospitals. Health Communication, 29 (9), 947-952. DOI: 10.1080/10410236.2013.813831.
Medina Aguerrebere, P. (2015). Management of the internal communication in hospitals: conceptual framework and implementation model. The International Journal of Communication and Health, nº 5, pp. 53-65.
Metzger, M., y Flanagin, A. (2011). Using Web 2.0 Technologies to Enhance Evidence-Based Medical Information. Journal of Health Communication, 16 (1), 45-58. DOI: 10.1080/10810730.2011.589881.
Naveen, K., Anil, J., y Smruthi, T. (2014). Impact of healthcare marketing and branding on hospital services. International Journal of Research Foundation of Hospital & Healthcare Administration, 2 (1), 19-24. Doi: 10.5005/jp-journals-10035-1010.
Nelson, W., Taylor, E., y Walsh, T. (2014). Building an Ethical Organizational Culture. The health care manager, 33(2), 158-164. Doi: 10.1097/HCM.0000000000000008.
Nieto, A. (2005). Comunicación institucional: bases para la evaluación. En: M. Sevillano (coord.), Reflexiones en torno a la libertad de empresa informativa (pp. 409-442), Madrid: Facultad de Ciencias de la Información. Universidad Complutense de Madrid.
O'Cass, A. y Weerawardena, J. (2010). The effect of perceived industry competitive intensity and marketing-related capabilities: drivers of superior brand performance. Industrial Marketing Management, 39 (4), 571-581. Doi: 10.1016/j.indmarman.2009.04.002.
Park, H., Rodgers, S., y Stemmle, J. (2013). Analyzing Health Organizations' Use of Twitter for Promoting Health Literacy. Journal of Health Communication, 18 (4), 410-425. Doi: http://dx.doi.org/10.1080/10810730.2012.727956.
Pirraglia, P., y Kravitz, R. (2012). Social media: new opportunities, new ethical concerns. Journal of General Internal Medicine, 28(2), 165–166. Doi: 10.1007/s11606-012-2288-x.
Ratzan, S. (2011). Our New "Social" Communication Age in Health. Journal of Health Communication: International Perspectives, 16 (8), 803-804. DOI: 10.1080/10810730.2011.610220.
Rothberg, M., Morsi, E., Benjamin, E., Pekow, P., y Lindenauer, P. (2008). Choosing the best hospital: the limitations of public quality reporting. Health Affairs, 27(6), 1680–1687. Doi: 10.1377/hlthaff.27.6.1680.
Salathé, M., Freifeld, C., Mekaru, S., Tomasulo, A., y Brownstein, J. (2013). Influenza A (H7N9) and the importance of digital epidemiology. The New England Journal of Medicine, 369(5), 401–404. Doi: 10.1056/NEJMp1307752.
Singal, A., y Jain, A. (2013). An empirical examination of the influence of corporate vision on internationalization. Strategic Change, 22(5‐6), 243-257. Doi: 10.1002/jsc.1937.
Smailhodzic, E., Hooijsma, W., Boonstra, A., y Langley, D. (2016). Social media use in healthcare: A systematic review of effects on patients and on their relationship with healthcare professionals. BMC Health Services Research, 16, 442. DOI: 10.1186/s12913-016-1691-0.
Sparer, M. (2011). US healthcare reform and the future of dentistry. American Journal of Public Health, 10 (10), 1841-1844.
Tejedo Romero, F. (2013). Estrategias de comunicación corporativa de las empresas socialmente responsables: análisis del capital relacional como base de las relaciones empresa-stakeholders. ZER Revista Estudios de Comunicación, 35, 191-213.
Trong, L. (2014). Corporate governance and brand performance. Management Research Review, 37 (1), 45 – 68. Doi: 10.1108/MRR-08-2012-0183.
Vance, K., Howe, W, y Dellavale, R. (2009): Social internet sites as a source of public health information. Dermatologic Clinic, 27 (2), 133-136. Doi: 10.1016/j.det.2008.11.010.
Van Riel, C. (1998). Comunicación corporativa (Trad. E. Cerdá). Madrid: Prentice Hall.
Van Riel, C., y Fombrun, C. (2007). Essentials of corporate communication: implementing practices for effective reputation gestion. Abingdon: Routledge.
Visa Barbosa, M., y Coll-Planas, G. (2015). Compartir la enfermedad online: narrativas de restitución y búsqueda en blogs de mujeres con cáncer de mama. ZER Revista de Estudios de Comunicación, 35, 195-210.
Whiteley, A., Price, C., y Palmer, R. (2013). Corporate culture change: adaptive culture structuration and negotiated practice. Journal of Workplace Learning, 25 (7), 476 – 498. Doi: 10.1108/JWL-09-2012-0069.
Würz, A., Nurm, Ü., y Ekdahl, K. (2013). Enhancing the Role of Health Communication in the Prevention of Infectious Diseases. Journal of Health Communication, 18 (12), 1566-1571. DOI: 10.1080/10810730.2013.840698.
Adams, S. (2010). Revisiting the online health information reliability debate in the wake of web 2.0: an interdisciplinary literature and website review. International Journal of Medical Informatics, 79 (6), 391-400. Doi: http://dx.doi.org/10.1016/j.ijmedinf.2010.01.006.
Alpert, J., y Womble, F. (2016). Just What the Doctor Tweeted: Physicians' Challenges and Rewards of Using Twitter. Health Communication, 31 (7), 824-832. Doi: http://dx.doi.org/10.1080/10410236.2015.1007551.
Andersen, M. (2010). Creating esprit de corps in times of crisis. Corporate Communications: An International Journal, 15 (1), 102 – 123. Doi: 10.1108/13563281011016868.
Antheunis, M., Tates, K., y Nieboer, T. (2013). Patients' and health professionals' use of social media in health care: Motives, barriers and expectations. Patient Education and Counselling, 92 (3), 426-431. Doi: http://dx.doi.org/10.1016/j.pec.2013.06.020.
Bernhardt, J., Mays, D., y Kreuter, M. (2011). Dissemination 2.0: Closing the Gap Between Knowledge and Practice With New Media and Marketing. Journal of Health Communication, 16:sup1, 32-44, DOI: 10.1080/10810730.2011.593608
Britnell, M. (2011). Increasing importance of social media in healthcare. KPMG International, 8, 1-22.
Bubien, Y. (2015). Hôpital 2.0: du virtuel au réel. European Psychiatry, 30 (8), S74.
Cady, S., Wheeler, J., DeWolf, J., y Brodke, M. (2011). Mission, vision and values: what do they say? Organizational Development Journal, 29 (1), 63-78.
Campbell, B., y Craig, Clay (2014). Social media and health: current and future healthcare provider perspectives. Journal of Contemporary Medical Education, 2 (2), 128-133. Doi: 10.5455/jcme.20140515123200.
Chun, R. (2005). Corporate reputation: meaning and measurement. International Journal of Management Reviews, 7 (2), 91-109. DOI: 10.1111/j.1468-2370.2005.00109.x
Cormode, G., y Krishnamurthy, B. (2008). Key differences between web 1.0 and web 2.0. First Monday, 13 (6), 2.
Desmidt, S., Prinzie, A., y Decramer, A. (2011). Looking for the value of mission statements: a meta-analysis of 20 years of research. Management Decision, 49(3), 468-483. Doi: 10.1108/00251741111120806.
Dijkmans, C., Kerhof, P., y Beukeboom, C. (2014). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, 58–67. DOI: https://doi.org/10.1016/j.tourman.2014.09.005.
Ditlevsen, M. (2012). Revealing corporate identities in annual reports. Corporate Communications: An International Journal, 17 (3), 379–403. Doi: 10.1108/13563281211253593.
Drake, S., Gulman, M., y Roberts, S. (2005). Light their fire: using internal marketing to ignite employee performance and wow your customers. Chicago: Dearborn Trade Publishing.
Fombrun, C., Gardberg, N., y Sever, J. (2000). The reputation quotient: a multiple stakeholder measure of corporate reputation. Journal of Brand Management, 7(4), 241-255.
Fombrun, C.J., Gardberg, N.A. and Sever, J.M.
(2000). The reputation quotient: a multiple stake-
holder measure of corporate reputation. Journal of
Brand Management, 7(4), 241–255.
Fombrun, C.J., Gardberg, N.A. and Sever, J.M.
(2000). The reputation quotient: a multiple stake-
holder measure of corporate reputation. Journal of
Brand Management, 7(4), 241–255.
Fombrun, C.J., Gardberg, N.A. and Sever, J.M.
(2000). The reputation quotient: a multiple stake-
holder measure of corporate reputation. Journal of
Brand Management, 7(4), 241–255.
Fordis, M., Street, R., Volk, R., y Smith, Q. (2011). The Prospects for Web 2.0 Technologies for Engagement, Communication, and Dissemination in the Era of Patient-Centered Outcomes Research: Selected Articles Developed From the Eisenberg Conference Series 2010 Meeting. Journal of Health Communication, 16 (1), 3-9. DOI: 10.1080/10810730.2011.598398.
Füller, J., Schroll, R., Dennhardt, S., y Hutter, K. (2012). Social brand value and the value enhancing role of social media relationships for brands. Proceedings of the 45th Annual Hawaii International Conference of System Sciences (pp.3218-3227). Maui: Computer Society Press.
Gage-Bouchard, E., LaValley, S., Mollica, M., y Beaupin, L. (2016). Communication and Exchange of Specialized Health-Related Support Among People With Experiential Similarity on Facebook. Health Communication, 2, 1-8. Doi: http://dx.doi.org/10.1080/10410236.2016.1196518.
Gao, G., McCullough, J., Agarwal, R., y Jha, A. (2012). A changing landscape of physician quality reporting: analysis of patients' online ratings of their physicians over a 5-year period. Journal of Medical Internet Research, 14, e38. Doi: 10.2196/jmir.2003.
George, D., Rovniak, L., y Kraschnewski, J. (2013). Dangers and opportunities for social media in medicine. Clinical Obstetrics and Gynecology, 56(3), 453–462. Doi: 10.1097/GRF.0b013e318297dc38.
Gibbons, C., Fleisher, L., Slamon, R., Bass, S., Kandadai, V., y Beck, R. (2011) Exploring the Potential of Web 2.0 to Address Health Disparities. Journal of Health Communication, 16 (1), 77-89. DOI: 10.1080/10810730.2011.596916.
Greaves, F., Ramirez Cano, D., Millett, C., Darzi, A., y Donaldson, L. (2013). Harnessing the cloud of patient experience: Using social media to detect poor quality healthcare. BMJ Quality & Safety, 22(3), 251-255. DOI: 10.1136/bmjqs-2012-001527.
Griffis, H., Kilaru, A., Werner, R., Asch, D., Hershey, J., Hill, S., Ha, Y., Sellers, A., Mahoney, K., y Merchant, R. (2014). Use of Social Media Across US Hospitals: Descriptive Analysis of Adoption and Utilization. Journal of Medical Internet Research, 16(11), e264. DOI: 10.2196/jmir.3758
He, H., y Balmer, J. (2013). A grounded theory of the corporate identity and corporate strategy dynamic. European Journal of Marketing, 47 (3-4), 401-430. Doi: 10.1108/03090561311297391.
He, H., y Balmer, J. (2008). Identity studies: multiple perspectives and implications for corporate-level marketing. European Journal of Marketing, 41(7/8), 765-785. Doi: 10.1108/03090560710752393.
Hoon Kim, K., Sik Kim, K., Yul Kim, D., Ho Kim, J., y Hou Kang, S. (2008). Brand equity in hospital marketing. Journal of Business Research, 61 (1), 75-82. Doi: 10.1016/j.jbusres.2006.05.010.
Jaakson, K. (2010). Management by values: are some values better than others? Journal of Management Development, 29 (9), 795 – 806. Doi: 10.1108/02621711011072504.
Kantabutra, S., y Avery, G. (2010). The power of vision: statements that resonate. Journal of Business Strategy, 31(1), 37-45. Doi: 10.1108/02756661011012769.
Kemp, E., Jillapalli, R., y Becerra, E. (2014). Healthcare branding: developing emotionally based consumer brand relationships. Journal of Services Marketing, 28 (2), 126–137. Doi: 10.1108/JSM-08-2012-0157.
Kietzmann, J., Hermkens, K., McCarthy, I., y Silvestre, B. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251. Doi: http://dx.doi.org/10.1016/j.bushor.2011.01.005.
Klein, A. (2011). Corporate culture: its value as a resource for competitive advantage. Journal of Business Strategy, 32 (2), 21 – 28. Doi: 10.1108/02756661111109743.
Laroche, M., Habibi, M., y Richard, M. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33 (1), 76-82. Doi: 10.1016/j.ijinfomgt.2012.07.003.
Lee, H., Lee, C., y Wu, C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45 (7/8), 1091–1111. Doi: 10.1108/03090561111137624.
Lim, W. (2016). Social media in medical and health care: opportunities and challenges. Marketing Intelligence & Planning, 34 (7), 964 – 976. Doi: http://dx.doi.org/10.1108/MIP-06-2015-0120.
Marshall, J., y Adamic, M. (2010). The story is the message: shaping corporate culture. Journal of Business Strategy, 31 (2), 18–23. Doi: 10.1108/02756661011025035.
McCarroll, M., Armbruster, S., Chung, J., Kim, J., McKenzie, A., y Von Gruenigen, V. (2014). Health Care and Social Media Platforms in Hospitals. Health Communication, 29 (9), 947-952. DOI: 10.1080/10410236.2013.813831.
Medina Aguerrebere, P. (2015). Management of the internal communication in hospitals: conceptual framework and implementation model. The International Journal of Communication and Health, nº 5, pp. 53-65.
Metzger, M., y Flanagin, A. (2011). Using Web 2.0 Technologies to Enhance Evidence-Based Medical Information. Journal of Health Communication, 16 (1), 45-58. DOI: 10.1080/10810730.2011.589881.
Naveen, K., Anil, J., y Smruthi, T. (2014). Impact of healthcare marketing and branding on hospital services. International Journal of Research Foundation of Hospital & Healthcare Administration, 2 (1), 19-24. Doi: 10.5005/jp-journals-10035-1010.
Nelson, W., Taylor, E., y Walsh, T. (2014). Building an Ethical Organizational Culture. The health care manager, 33(2), 158-164. Doi: 10.1097/HCM.0000000000000008.
Nieto, A. (2005). Comunicación institucional: bases para la evaluación. En: M. Sevillano (coord.), Reflexiones en torno a la libertad de empresa informativa (pp. 409-442), Madrid: Facultad de Ciencias de la Información. Universidad Complutense de Madrid.
O'Cass, A. y Weerawardena, J. (2010). The effect of perceived industry competitive intensity and marketing-related capabilities: drivers of superior brand performance. Industrial Marketing Management, 39 (4), 571-581. Doi: 10.1016/j.indmarman.2009.04.002.
Park, H., Rodgers, S., y Stemmle, J. (2013). Analyzing Health Organizations' Use of Twitter for Promoting Health Literacy. Journal of Health Communication, 18 (4), 410-425. Doi: http://dx.doi.org/10.1080/10810730.2012.727956.
Pirraglia, P., y Kravitz, R. (2012). Social media: new opportunities, new ethical concerns. Journal of General Internal Medicine, 28(2), 165–166. Doi: 10.1007/s11606-012-2288-x.
Ratzan, S. (2011). Our New "Social" Communication Age in Health. Journal of Health Communication: International Perspectives, 16 (8), 803-804. DOI: 10.1080/10810730.2011.610220.
Rothberg, M., Morsi, E., Benjamin, E., Pekow, P., y Lindenauer, P. (2008). Choosing the best hospital: the limitations of public quality reporting. Health Affairs, 27(6), 1680–1687. Doi: 10.1377/hlthaff.27.6.1680.
Salathé, M., Freifeld, C., Mekaru, S., Tomasulo, A., y Brownstein, J. (2013). Influenza A (H7N9) and the importance of digital epidemiology. The New England Journal of Medicine, 369(5), 401–404. Doi: 10.1056/NEJMp1307752.
Singal, A., y Jain, A. (2013). An empirical examination of the influence of corporate vision on internationalization. Strategic Change, 22(5‐6), 243-257. Doi: 10.1002/jsc.1937.
Smailhodzic, E., Hooijsma, W., Boonstra, A., y Langley, D. (2016). Social media use in healthcare: A systematic review of effects on patients and on their relationship with healthcare professionals. BMC Health Services Research, 16, 442. DOI: 10.1186/s12913-016-1691-0.
Sparer, M. (2011). US healthcare reform and the future of dentistry. American Journal of Public Health, 10 (10), 1841-1844.
Tejedo Romero, F. (2013). Estrategias de comunicación corporativa de las empresas socialmente responsables: análisis del capital relacional como base de las relaciones empresa-stakeholders. ZER Revista Estudios de Comunicación, 35, 191-213.
Trong, L. (2014). Corporate governance and brand performance. Management Research Review, 37 (1), 45 – 68. Doi: 10.1108/MRR-08-2012-0183.
Vance, K., Howe, W, y Dellavale, R. (2009): Social internet sites as a source of public health information. Dermatologic Clinic, 27 (2), 133-136. Doi: 10.1016/j.det.2008.11.010.
Van Riel, C. (1998). Comunicación corporativa (Trad. E. Cerdá). Madrid: Prentice Hall.
Van Riel, C., y Fombrun, C. (2007). Essentials of corporate communication: implementing practices for effective reputation gestion. Abingdon: Routledge.
Visa Barbosa, M., y Coll-Planas, G. (2015). Compartir la enfermedad online: narrativas de restitución y búsqueda en blogs de mujeres con cáncer de mama. ZER Revista de Estudios de Comunicación, 35, 195-210.
Whiteley, A., Price, C., y Palmer, R. (2013). Corporate culture change: adaptive culture structuration and negotiated practice. Journal of Workplace Learning, 25 (7), 476 – 498. Doi: 10.1108/JWL-09-2012-0069.
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