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.

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

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.

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

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

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

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.

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

Source: Manual