Are hospitals our friends? An exploratory study on the role of Facebook in hospital organizations’ dialogic communication

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,...