Community crosstalk: an exploratory analysis of destination and festival eWOM on Twitter

This source preferred by Nicole Ferdinand

Authors: Williams, N.L., Inversini, A., Buhalis, D. and Ferdinand, N.

http://eprints.bournemouth.ac.uk/22980/

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

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.

This source preferred by Dimitrios Buhalis

This data was imported from Scopus:

Authors: Williams, N.L., Inversini, A., Buhalis, D. and Ferdinand, N.

http://eprints.bournemouth.ac.uk/22980/

Journal: Journal of Marketing Management

Volume: 31

Issue: 9

Pages: 1113-1140

eISSN: 1472-1376

ISSN: 0267-257X

DOI: 10.1080/0267257X.2015.1035308

© 2015, Westburn Publishers Ltd. 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.

This source preferred by Dimitrios Buhalis

This data was imported from Scopus:

Authors: Williams, N.L., Inversini, A., Buhalis, D. and Ferdinand, N.

http://eprints.bournemouth.ac.uk/22980/

Journal: Journal of Marketing Management

Publisher: Routledge

eISSN: 1472-1376

ISSN: 0267-257X

DOI: 10.1080/0267257X.2015.1035308

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.

This source preferred by Nigel Williams

This data was imported from Web of Science (Lite):

Authors: Williams, N.L., Inversini, A., Buhalis, D. and Ferdinand, N.

http://eprints.bournemouth.ac.uk/22980/

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

The data on this page was last updated at 04:40 on November 22, 2017.