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

Williams, N. L., 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 (9-10). pp. 1113-1140. ISSN 1472-1376 doi: 10.1080/0267257X.2015.1035308

Abstract/Summary

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.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/75362
Identification Number/DOI	10.1080/0267257X.2015.1035308
Refereed	Yes
Divisions	Henley Business School > Marketing and Reputation
Publisher	Taylor & Francis
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