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Promoting Pharmaceutical Companies’ Reputation through Facebook: the case of Spain

Pablo Medina Aguerreber, Toni González Pacanowski,
Harvard Deusto Business Research , Volume 9, pp 243-254; doi:10.48132/hdbr.306

Abstract: 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.
Keywords: Spain / reputation / Facebook / media / strategic / Pharmaceutical companies / Headquarters / Corporate Profile

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