Community crosstalk: an exploratory analysis of destination and festival eWOM on Twitter
Authors: Williams, N.L., Inversini, A., Buhalis, D. and Ferdinand, N.
Journal: Journal of Marketing Management
Publisher: Routledge
eISSN: 1472-1376
ISSN: 0267-257X
DOI: 10.1080/0267257X.2015.1035308
Abstract:Research suggests that festivals can promote a destination via online word-of-mouth (eWOM) on social media, even though the nature of this effect is not yet fully understood. Using a combination of Social Network Analysis and text analysis (qualitative and quantitative), this article examines eWOM at a tourism destination (Bournemouth) when a festival (Bournemouth Air Show 2013) is staged. The Communities of Interest of eWOM interactions on Twitter were captured and analysed to understand the structure and content of eWOM. Findings indicate that key users are usually already prominent individuals and that festivals act as both a direct generator as well as an online animator of eWOM. Finally, network size, span and scope may be useful indicators when comparing eWOM networks.
Source: Scopus
Preferred by: Dimitrios Buhalis
Community crosstalk: An exploratory analysis of destination and festival eWOM on Twitter
Authors: Williams, N.L., Inversini, A., Buhalis, D. and Ferdinand, N.
Journal: Journal of Marketing Management
Volume: 31
Issue: 9
Pages: 1113-1140
eISSN: 1472-1376
ISSN: 0267-257X
DOI: 10.1080/0267257X.2015.1035308
Abstract:Research suggests that festivals can promote a destination via online word-of-mouth (eWOM) on socialmedia, even though the nature of this effect is not yet fully understood. Using a combination of Social Network Analysis and text analysis (qualitative and quantitative), this article examines eWOM at a tourism destination (Bournemouth) when a festival (Bournemouth Air Show 2013) is staged. The Communities of Interest of eWOM interactions on Twitter were captured and analysed to understand the structure and content of eWOM. Findings indicate that key users are usually already prominent individuals and that festivals act as both a direct generator as well as an online animator of eWOM. Finally, network size, span and scope may be useful indicators when comparing eWOM networks.
Source: Scopus
Community crosstalk: an exploratory analysis of destination and festival eWOM on Twitter
Authors: Williams, N.L., Inversini, A., Buhalis, D. and Ferdinand, N.
Journal: JOURNAL OF MARKETING MANAGEMENT
Volume: 31
Issue: 9-10
Pages: 1113-1140
eISSN: 1472-1376
ISSN: 0267-257X
DOI: 10.1080/0267257X.2015.1035308
Source: Web of Science (Lite)
Community crosstalk: an exploratory analysis of destination and festival eWOM on Twitter
Authors: Williams, N.L., Inversini, A., Buhalis, D. and Ferdinand, N.
Journal: Journal of Marketing Management
Volume: 31
Issue: 9
Pages: 1113-1140
Publisher: Routledge
eISSN: 1472-1376
ISSN: 0267-257X
DOI: 10.1080/0267257X.2015.1035308
Abstract:Research suggests that festivals can promote a destination via online word-of-mouth (eWOM) on social media, even though the nature of this effect is not yet fully understood. Using a combination of Social Network Analysis and text analysis (qualitative and quantitative), this article examines eWOM at a tourism destination (Bournemouth) when a festival (Bournemouth Air Show 2013) is staged. The Communities of Interest of eWOM interactions on Twitter were captured and analysed to understand the structure and content of eWOM. Findings indicate that key users are usually already prominent individuals and that festivals act as both a direct generator as well as an online animator of eWOM. Finally, network size, span and scope may be useful indicators when comparing eWOM networks.
Source: Manual