Promoting Pharmaceutical Companies’ Reputation through Facebook: the case of Spain
Por favor, use este identificador para citar o enlazar este ítem:
http://hdl.handle.net/10045/111345
Título: | Promoting Pharmaceutical Companies’ Reputation through Facebook: the case of Spain |
---|---|
Autor/es: | Medina Aguerrebere, Pablo | González-Pacanowski, Antonio | Medina, Eva |
Grupo/s de investigación o GITE: | COSOCO (Comunicación y Sociedad del Conocimiento) |
Centro, Departamento o Servicio: | Universidad de Alicante. Departamento de Comunicación y Psicología Social |
Palabras clave: | Corporate Communication | Reputation | Social Media | Health organizations | Pharmaceutical Companies |
Área/s de conocimiento: | Comunicación y Psicología Social |
Fecha de publicación: | 1-dic-2020 |
Editor: | EAE Business School |
Cita bibliográfica: | Harvard Deusto Business Research. 2020, 9(2): 243-254. https://doi.org/10.48132/hdbr.306 |
Resumen: | This paper aims to analyse how the 100 most reputed pharmaceutical companies in Spain use Facebook for improving their corporate reputation. To do that, on the one hand, we carried out a literature review about corporate communication, health organizations and social media; and on the other hand, we analysed their Facebook corporate profiles by using ten indicators related to corporate communication. This paper concludes that pharmaceutical companies in Spain does not consider Facebook any more like a strategic tool for their corporate communication strategies because only 18 companies manage actively a Facebook corporate profile from their headquarters in Spain. |
URI: | http://hdl.handle.net/10045/111345 |
ISSN: | 2254-6235 |
DOI: | 10.48132/hdbr.306 |
Idioma: | eng |
Tipo: | info:eu-repo/semantics/article |
Derechos: | This work is licensed under a Creative Commons Attribution 4.0 International License. |
Revisión científica: | si |
Versión del editor: | https://doi.org/10.48132/hdbr.306 |
Aparece en las colecciones: | INV - COSOCO - Artículos de Revistas |
Archivos en este ítem:
Archivo | Descripción | Tamaño | Formato | |
---|---|---|---|---|
Medina-Aguerrebere_etal_2020_HarvardDeustoBusinessRes.pdf | 761,68 kB | Adobe PDF | Abrir Vista previa | |
Este ítem está licenciado bajo Licencia Creative Commons