No Comment?! The Drivers of Reactions to Online Posts in Professional Groups

Rooderkerk, Robert P.; Pauwels, Koen

doi:10.2139/ssrn.2465629

Cited by 22 publications

(34 citation statements)

References 37 publications

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“…It allows dentists to display their expertise including educational background, work experience, skills, and endorsements. The norms and codes of this particular platform are consistent with the professional image of dentists [ 24 ]. It also minimizes dentists’ concerns about invasions of their personal lives.…”

Section: Discussionmentioning

confidence: 69%

Connecting With Your Dentist on Facebook: Patients’ and Dentists’ Attitudes Towards Social Media Usage in Dentistry

Parmar¹,

Dong²,

Eisingerich³

2018

J Med Internet Res

120

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BackgroundSocial media has begun to proliferate across medical areas and transformed how medical professionals serve and interact with their patients. It offers a new communication avenue that has the potential to engage patients and, hence, may be used to create value for both medical professionals and patients. In dentistry, even though patients and dentists frequently use social media in their personal lives, little is known about their attitudes and expectations toward using social media for professional interactions.ObjectiveIn this paper, we focus on the role of social media in dentistry. Specifically, we explore patients’ and dentists’ attitudes toward social media usage and their current online behaviors in this context. Furthermore, we examine potential challenges and opportunities regarding dentists’ adoption of social media practices.MethodsThis research employed a large-scale online survey of 588 patients and 532 dental professionals. We assessed the attitudes, expectations, and social media behaviors from both patients’ and dentists’ perspectives.ResultsWe found that more than 55% (290/532) of dentists in our sample have accounts for their dental practice on various social media platforms. Interestingly, while 73% (374/511) of patients did not expect their dental practice to have a social media presence, and 44% (207/468) thought that establishing a friendship with their dentists is not appropriate, the findings show that 36% (164/460) of patients had searched for their dentists, and 44% (207/470) of them were happy to establish contacts with dentists on social media. Furthermore, the findings highlight that patients were interested in exploring additional information such as online reviews and the qualifications of their dentists on Facebook pages. For dentists, more than half (375/432, 83%) of them in our sample thought that social media marketing is more efficient compared to traditional marketing.ConclusionsOur findings revealed some key challenges and opportunities to utilize social media in dentistry. For both patients and dentists, the role of social media in dental services remains vague, and both parties still share concerns about connecting with each other on social media platforms. However, there also exists a sizeable number of patients who are already comfortable to connect with their dentists on social media sites such as Facebook. The current findings show that there is an opportunity for dental practices to trade upon a more active social media presence for enhanced patient interaction and engagement.

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Section: Discussionmentioning

confidence: 69%

Connecting With Your Dentist on Facebook: Patients’ and Dentists’ Attitudes Towards Social Media Usage in Dentistry

Parmar¹,

Dong²,

Eisingerich³

2018

J Med Internet Res

120

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“…Based on this literature, which also highlights how likes are just a form of compliance, we operationalize the mildest form of participation in the stakeholder Facebook page, compliance engagement, with the number of likes. On the contrary, interactive relationships require a higher order form of engagement and are more cognitive effortful (Rooderkerk and Pauwels, 2016). Stemming from this, two coders first analyzed semantically the content of the comments and then counted the ones that include a shared purpose (Skålén et al, 2015), coherently with the idea of interactive engagement.…”

Section: Resultsmentioning

confidence: 99%

The determinants of stakeholder engagement in digital platforms

Viglia

Pera

Bigné

2018

Journal of Business Research

114

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“…Each social media platform has distinctive characteristics, functions and users (Rooderkerk & Pauwels, 2011). The platform online WOM is posted to is used by consumers as one of the cues to judge the credibility of online WOM (Senecal & Nantel, 2004).…”

Section: Accepted Manuscriptmentioning

confidence: 99%

The role of social media and brand equity during a product recall crisis: A shareholder value perspective

Hsu

Lawrence

2016

International Journal of Research in Marketing

116

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Utilizing an event study methodology of 185 product recall announcements, this study examines to what extent social media hurts a company's shareholder value in the event of a product recall.In addition, we explore whether a company's brand equity and engagement in online chatter potentially mitigate the negative effects of social media surrounding the recall. We operationalize four metrics of online word-of-mouth (WOM) that may moderate negative product recall effects: volume, valence, growth rate, and breadth. The findings suggest that product recalls result in significantly negative abnormal returns for firms. Furthermore, the volume, valence and growth rate of online WOM exacerbate this negative effect of a product recall on firm value. Most importantly, we find negative effects of the volume and the valence of online WOM on firm value are lower for brands with strong brand equity. Surprisingly, we find no effect of company involvement in mitigating the potential negative effects of social media during a product recall. Our findings highlight the threats of product recalls and demonstrate that building brand equity may help protect a company in the social media environment.

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No Comment?! The Drivers of Reactions to Online Posts in Professional Groups

Cited by 22 publications

References 37 publications

Connecting With Your Dentist on Facebook: Patients’ and Dentists’ Attitudes Towards Social Media Usage in Dentistry

Connecting With Your Dentist on Facebook: Patients’ and Dentists’ Attitudes Towards Social Media Usage in Dentistry

The determinants of stakeholder engagement in digital platforms

The role of social media and brand equity during a product recall crisis: A shareholder value perspective

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