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Exploring the advantages of using social network sites (SNSs) in dental medicine organisations

Mário Franco (Management and Economics Department, University of Beira Interior, Covilhã, Portugal)
Leonor Pais (University of Beira Interior, Covilhã, Portugal)

International Journal of Health Care Quality Assurance

ISSN: 0952-6862

Article publication date: 8 May 2017




The purpose of this paper is to deepen and contribute to knowledge of the use of social network sites (SNSs) in organisations, and more precisely, identify the advantages.


To reach this objective, a cross-section study was adopted based on application of a questionnaire, the final sample consisting of 78 dental medicine organisations in Portugal.


The results obtained lead to the conclusion that a great number of the organisations studied are connected to SNSs, particularly Facebook. The advantages associated with marketing tools and breaking down barriers between the organisation and the world are those highlighted most in this study.

Practical implications

According to the empirical evidence obtained, organisations are found to use these sites for other purposes, such as communicating with clients/patients and receiving feedback on the service provided to increase satisfaction and improve the quality of services.


The study contributes to advancing theory in the field of internet research strategic. More precisely, this study is associated with the creation of a theoretical framework that shows the advantages of using SNSs in an innovative context: dental medicine organisations. A categorisation of these advantages and some implications for theory and practice are also some contributions of this study.



The authors would like to thank the anonymous reviewers for their very helpful comments that contributed to the development of this paper. The authors gratefully acknowledge financial support from FCT and FEDER/COMPETE through grant PEst-C/EGE/UI4007/2013.


Franco, M. and Pais, L. (2017), "Exploring the advantages of using social network sites (SNSs) in dental medicine organisations", International Journal of Health Care Quality Assurance, Vol. 30 No. 4, pp. 385-396.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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