publication . Article . Other literature type . 2015

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

Williams, Nigel L.; Inversini, Alessandro; Buhalis, Dimitrios; Ferdinand, Nicole;
Open Access English
  • Published: 27 Apr 2015
  • Country: United Kingdom
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 on...
Subjects
free text keywords: festivals, eWOM, Twitter, /dk/atira/pure/core/subjects/marketing, Marketing, Advertising and Sales, Social media, Marketing, Business, Community of interest, Network size, Public relations, business.industry, Social network analysis, Advertising, Tourism, Crosstalk
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publication . Article . Other literature type . 2015

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

Williams, Nigel L.; Inversini, Alessandro; Buhalis, Dimitrios; Ferdinand, Nicole;