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ToolsWilliams, N., Inversini, A., Buhalis, D. and Ferdinand, N., 2015. Community crosstalk: An exploratory analysis of destination and festival eWOM on Twitter. Journal of Marketing Management, 31 (9), 1113 - 1140.
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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.
| Item Type: | Article |
|---|---|
| ISSN: | 0267-257X |
| Uncontrolled Keywords: | Community of interest ; eWOM ; Festivals ; Social network analysis ; Twitter |
| Group: | Bournemouth University Business School |
| ID Code: | 22980 |
| Deposited By: | Symplectic RT2 |
| Deposited On: | 08 Dec 2015 16:31 |
| Last Modified: | 14 Mar 2022 13:54 |
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