Destination eWOM: a macro and meso network approach?

Williams, N. L., Inversini, A., Ferdinand, N. and Buhalis, D. (2017) Destination eWOM: a macro and meso network approach? Annals of Tourism Research, 64. pp. 87-101. ISSN 01607383 doi: 10.1016/j.annals.2017.02.007

Abstract/Summary

The purpose of this paper is to develop a framework that describes the characteristics and the underlying drivers of publically shared electronic word-of-mouth (eWOM) for destinations. Tweets about a destination were collected while the destination hosted a hallmark event over a 5-year period (2011–2015). In each year, interactions on Twitter were analysed using macro and meso-level social network analysis to identify the network structure and hubs of eWOM activity. A K means clustering algorithm was then applied to create clusters of nodes with similar characteristics and eWOM content within each cluster was analysed using automated content analysis. The resulting model indicates that destination and event eWOM maintains a macro network structure in which a small number of accounts or hubs influence information sharing. Hub characteristics evolve over time, whereas eWOM content can fluctuate in response to emergent destination activities.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/71351
Item Type	Article
Refereed	Yes
Divisions	Henley Business School > Marketing and Reputation
Publisher	Elsevier
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