DSpace Comunidad:
http://hdl.handle.net/10045/767
2024-03-29T13:53:17ZEl uso de Instagram por parte de los influencers gastronómicos: semejanzas y diferencias entre los instagramers preocupados por una alimentación sana y los comidistas
http://hdl.handle.net/10045/141092
Título: El uso de Instagram por parte de los influencers gastronómicos: semejanzas y diferencias entre los instagramers preocupados por una alimentación sana y los comidistas
Autor/es: Navarro-Beltrá, Marián; Herrero Ruiz, Laura
Resumen: El amplio uso de las redes sociales por parte de la población ha supuesto el surgimiento de los influencers. Dentro del sector de la gastronomía existen dos tipos de líderes de opinión digitales: los comidistas y los preocupados por la comida sana. Para comparar la comunicación que estos dos tipos de perfiles realizan en Instagram se efectúa un análisis de contenido de 339 publicaciones realizadas por los instagramers gastronómicos más importantes de España. Los resultados muestran que sus estrategias de comunicación difieren y que los seguidores de los perfiles saludables son los más activos y lo que más interactúan.; The wide use of social networks by the population has led to the emergence of influencers. Within the gastronomy sector there are two types of digital opinion leaders: foodies and those concerned with healthy food. To compare the communication that these two profiles types carry out on Instagram, a content analysis of 339 publications made by the most important gastronomic instagramers in Spain is performed. The results show that their communication strategies differ and that the followers of the healthy profiles are the most active and interactive ones.2023-02-01T00:00:00ZThe Role of Smart Technologies in French Hospitals’ Branding Strategies
http://hdl.handle.net/10045/140155
Título: The Role of Smart Technologies in French Hospitals’ Branding Strategies
Autor/es: Medina Aguerrebere, Pablo; Medina, Eva; González-Pacanowski, Antonio
Resumen: Hospitals resort to different initiatives to build their brands, including media relations, events, and marketing campaigns. However, they face several challenges related to legal frameworks, patients’ new demands, and hospitals’ digital transformation. This paper analyzes how the best hospitals in France manage smart technologies to enhance their relationships with stakeholders and reinforce their brands. We resorted to the World’s Best Hospitals 2023 to identify the 150 best hospitals in this country. Then, we defined 34 branding indicators to evaluate how each hospital managed smart technologies for branding purposes. We adapted these criteria to different platforms and targets: homepage (patients), online newsroom (media companies), About Us section (suppliers, shareholders, and public authorities), and artificial intelligence department (employees). When analyzing these criteria, we resorted to a binary system and only considered hospitals’ official websites. Our results proved that 98% of hospitals had a website, but not all respected the criteria related to the homepage (4.54 of 11), online newsroom (2.52 of 11), or About Us section (1.56 of 6). The best hospitals in France, according to the number of criteria respected, were Institut Curie-Oncology (20), Institut Gustave Roussy–Oncology (19), and Hôpital Paris Saint-Joseph (19). We concluded that French hospitals should implement collective branding processes that include all stakeholders, not just patients: media companies, public authorities, suppliers, shareholders, and employees. Moreover, these organizations should implement an in-house artificial intelligence department that leads a digital transformation from a medical, branding, and communication perspective. Finally, French hospitals’ branding efforts on smart platforms should focus more on content about the brand so that stakeholders understand the uniqueness of these organizations.2024-01-22T00:00:00ZOnline Branding in the Healthcare Industry: A Quantitative Analysis on How the World’s Best Smart Hospitals Promote their Brands through Mobile Apps
http://hdl.handle.net/10045/140156
Título: Online Branding in the Healthcare Industry: A Quantitative Analysis on How the World’s Best Smart Hospitals Promote their Brands through Mobile Apps
Autor/es: Medina Aguerrebere, Pablo; Medina, Eva; González-Pacanowski, Antonio
Resumen: Artificial intelligence, big data, telemedicine and mobile apps contribute to enhance hospitals’ internal processes as well as patients’ medical outcomes. This technology repre sents an opportunity to make hospitals’ brands more credible. This paper analyzes how smart hospitals use mobile apps to improve their relations with stakeholders and promote their brands. To do that, we conducted a literature review about artificial intelligence, hospitals’ branding strategies and mo bile apps; then, based on this review, we defined 36 brand ing indicators; subsequently, we resorted to the World’s Best Smart Hospitals 2023, an annual ranking developed by News week and Statista, to analyze how the 300 best smart hospi tals in the world managed mobile apps for branding purposes according to these 36 indicators. Our results proved that 57% of hospitals managed mobile apps for communication pur poses, but only few of them used these platforms to interact with different stakeholders such as employees (32,7%) and media companies (2,3%), and this way build the organization’s brand in a collective way. We concluded that hospitals should follow a branding logic, develop apps for different stakeholders and explain why using these platforms is consistent with the organization’s brand.; A inteligência artificial, o big data, a telemedicina e as ap licações móveis contribuem para melhorar os processos internos dos hospitais, bem como os resultados médicos dos doentes. Esta tecnologia representa uma oportunidade para tornar as marcas dos hospitais mais credíveis. Este ar tigo analisa a forma como os hospitais inteligentes utilizam as aplicações móveis para melhorar as suas relações com as partes interessadas e promover as suas marcas. Para tal, real izámos uma revisão da literatura sobre inteligência artificial, estratégias de branding dos hospitais e aplicações móveis; em seguida, com base nessa revisão, definimos 36 indicadores de branding; posteriormente, recorremos ao World’s Best Smart Hospitals 2023, um ranking anual desenvolvido pela News week e pela Statista, para analisar a forma como os 300 melhores hospitais inteligentes do mundo geriam as aplicações móveis para fins de branding de acordo com esses 36 indica dores. Os nossos resultados provaram que 57% dos hospitais geriam aplicações móveis para fins de comunicação, mas apenas alguns deles utilizavam estas plataformas para inter agir com diferentes stakeholders, tais como colaboradores (32,7%) e empresas de comunicação social (2,3%), e desta forma construir a marca da organização de uma forma colec tiva. Concluímos que os hospitais devem seguir uma lógica de branding, desenvolver aplicações para diferentes stake holders e explicar porque é que a utilização destas platafor mas é consistente com a marca da organização.2023-12-31T00:00:00ZBuilding smart brands through online and artificial intelligence tools: A quantitative analysis about the best hospitals in Spain
http://hdl.handle.net/10045/139918
Título: Building smart brands through online and artificial intelligence tools: A quantitative analysis about the best hospitals in Spain
Autor/es: Medina Aguerrebere, Pablo; Medina, Eva; González-Pacanowski, Antonio
Resumen: Building a reputed brand constitutes a priority for hospitals interested in establishing positive relationships with their stakeholders. However, hospitals face different challenges: limited budgets, strict legal frameworks, etc. To overcome these challenges, many hospitals resort to online and artificial intelligence tools. This paper analyzes how hospitals manage both tools to improve their relationships with stakeholders and reinforce their brand reputation. To do that, we conducted a literature review about smart branding in hospitals, and then we defined 34 quantitative indicators to evaluate how the 100 best hospitals in Spain managed their websites, online newsrooms, about us sections and artificial intelligence departments for branding purposes. Our results proved that most hospitals focused their smart branding initiatives on patients (4.98 criteria out of 11) and not on media companies (3.14/11) or public authorities (3.14/6). We concluded that hospitals should implement integrated communication strategies, use artificial intelligence to brand their employees, and establish more professional practices in their communication departments.2024-01-18T00:00:00Z