Digital Entrepreneurship via Sustainable Online Communication of Dentistry Profession, Oradea, Romania: A Longitudinal Analysis

Abstract

Dentistry is an entrepreneurially oriented public interest profession that must maintain a balance between professional specificity and business sustainability. Communicating with patients is vital in a competitive system, and the dentist needs to use handy resources such as websites and social media. The aim of this research is (a) to examine whether websites and social networks are a digital entrepreneurship tool used in the dentistry profession in Oradea, a city in full economic development in Romania, to promote the profession nationally and internationally, (b) to compare the changes made using digital tools in the period between 2018–2021 for all licensed dentists in the mentioned city (between 430–450 people, depending on the stage of analysis) using the content analysis method and (c) to identify how the lockdown period imposed by the emergence of the COVID-19 pandemic influenced not only the sustainability of the medical services provided to the population but also the communication practices of the dental offices. The results of examining the dentist’s online presence reveal that there is an interest among practitioners to grow their business sustainably through a digital presence that is increasingly relevant to them and their clients, but the potential remains under-exploited.

Communicating the Resilience and Corporate Social Responsibility of SMEs during Lockdown in Spain: A Visual and Exploratory Study of Communication Mechanisms and Strategies

“…This paper has served to confirm other studies, which looked at the number of communication mechanisms or channels before and after lockdown [91] compared to the use of these channels for communicating messages, either from various strategic perspectives as in our case, or from the perspective of the marketing of contents [5,7]. It is most interesting to observe the adaptation of digital channels for communication by SMEs without differences arising due to sector-"Food & Drink" vs. Dentistry"-or country-Spain vs. Romania.…”

“…The majority of the SMEs had a Facebook profile (60%) and close to 50% updat their website during this period, Twitter was in third place with 36.67% of companies w a profile on the platform and 23.33% had an active blog during lockdown. These data the existence of company websites and the creation of a business profile on these two cial networks resemble those produced by the study carried out in Romania [91]. Nev theless, in relation to the number of communications sent, the medium most used was s the website, in 53.59% of cases, followed by the blog (26.80%), and leaving the social n works on a second plane (Facebook 11.76% and Twitter 7.84%).…”

“…It is confirmed that most messages are still collected under Brand, followed by the Relationships component (Table 7). Regarding the channels used, website existence and updating is confirmed in the "Food & Drink" sector SMEs, as occurs in Poland amongst dentistry professionals [91]; nevertheless, we highlight (Figure 6) the use of the blog as the most habitual manner. This is the most dynamic section in a website -sometimes in a separate directory-and is accessible to any person without a social network account.…”

“…It is confirmed that most messages are still collected under Brand, followed by the Relationships component (Table 7). Regarding the channels used, website existence and updating is confirmed in the "Food & Drink" sector SMEs, as occurs in Poland amongst dentistry professionals [91]; It is noteworthy that the least represented component is leadership (thought leadership), as it is related to capacity to react and resilience. The image or impression that this component transmits has a bearing on customer perception of the company in the form of, on the one hand, legitimacy (with only 23.33% representation in business communications) and, on the other hand, trust.…”

Role of Social Media in Perspective of Media Information Literacy During Pandemic Covid-19

“…In the pandemic situation social media have not played the role of responsible and accurate medium of information in the past. Youth consumed the information on social media regarding pandemic without knowing the source of information which led them to panic (Constantin, Kavoura, 2022).…”