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

Williams, 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
Subjects:UNSPECIFIED
Group:Faculty of Management
ID Code:22980
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:08 Dec 2015 16:31
Last Modified:27 Oct 2016 01:08

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