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Promoting Hospitals’ Brand Reputation through Mobile Apps. A Quantitative Analysis about the Best Hospitals in Spain
(Servicio Editorial de la Universidad del País Vasco/Euskal Herriko Unibertsitatearen Argitalpen Zerbitzua, 2023)
This paper aims to evaluate how hospitals manage mobile applications to reinforce their relations with patients and promote their brands. To do that, we conducted a literature review about hospitals’ corporate communication, ...