Are hospitals our friends? An exploratory study on the role of Facebook in hospital organizations' dialogic communication. Issue 3 (2nd July 2020)

• Record Type: Journal Article
• Authors: Gonçalves, Gisela
• Is Part Of: Health marketing quarterly. Volume 37:Issue 3(2020)
• Page Start: 265
• Page End: 279
• Publication Date: 2020-07-02
• Subjects: Dialogic principles -- hospital organizations -- Facebook -- Portugal; Medical care -- Marketing -- Periodicals; Medical instruments and apparatus industry -- Periodicals; Marketing of Health Services -- Periodicals; Periodicals -- Electronic full-text; 338.4761028
• DOI: 10.1080/07359683.2020.1805898
• Languages: English
• ISSNs: 0735-9683

Abstract

Abstract: Rooted in the dialogic public relations model, the aim of this paper was to analyze the way in which hospital organizations use Facebook to communicate and build relationships with their patients and followers. Using a content analysis of Facebook profiles, there is a reflection on how dialogic principles are applied in the management of Facebook by hospitals in Portugal. Special attention will be paid to communication regarding the Zika virus, which was of public interest at the time the empirical analysis was carried out. The study demonstrates that Portuguese hospitals are present on Facebook but do not use the social network dialogically or to communicate about topical themes of public interest.