Online reputation management in Spanish cancer patients’ associations
A proposal model
Bibliographic Data
| ID | 21210669 |
|---|---|
| Authors | Pablo Medina-Aguerrebere (0000-0002-4463-4721), Toni González Pacanowski (0000-0003-3005-2218, University of Alicante), E Bieronski (0000-0001-6276-4127, Canadian University of Dubai) |
| Year | 2022 |
| Volume | 13 |
| Issue | 2 |
| Pages | 317 |
| Publication date | 2022-07-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Revista Mediterranea de Comunicacion (JOURNAL) |
| Journal identifiers | ISSN: 1989-872X • E-ISSN: 2530-0024 |
| Publisher | Universidad de Alicante Servicio de Publicaciones (PUBLISHER) |
| DOI | 10.14198/medcom.22240 |
| OpenAlex | W4283660706 |
| Language | EN |
| Citations received | 1 |
| References cited | 7 |
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
Business · Cancer · Health communication · Political science · Public health · Public relations · Reputation · Social media · Sociology · Health Literacy and Information Accessibility · Medicine · Nursing · Psychology · Social Media in Health Education · Web and Library Services
The Health Belief Model as an Explanatory Framework in Communication Research
Twitter’s impact in building reputed hospital brands in USA
Fórmula para medir el engagement del espectador en YouTube
Factors of interpersonal communication and behavioral health on medication self-efficacy and medication adherence
Will better performing health-care services have higher profiles and be more active on social media? A comparative study between hospitals from Colombia and Spain
Being Special in an Ordinary Way
Avances y retos de la gestión de la comunicación en el siglo XXI. Procesos, necesidades y carencias en el ámbito institucional
| Citations per year | 1 |
|---|---|
| Citation span | 2025 - 2025 (1) |
| Highly cited | No |