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

Keywords: Corporate Communication, Reputation, Social Media, Health organizations, Pharmaceutical Companies


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.


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Author Biographies

Pablo Medina Aguerreber, Canadian University Dubai. United Arab Emirates

Assistant Professor.

Toni González Pacanowski, University of Alicante. Spain.

Assistant Professor. 

Eva Medina, University of Alicante. Spain.

Researcher. University of Alicante. Spain.


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How to Cite
Medina Aguerreber, P., González Pacanowski, T., & Medina, E. (2020). Promoting Pharmaceutical Companies’ Reputation through Facebook: the case of Spain. Harvard Deusto Business Research, 9(2), 243-254.