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

A. Inversini, D. Buhalis, N. Ferdinand, Nigel Williams

    Research output: Contribution to journalArticlepeer-review

    260 Downloads (Pure)

    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.
    Original languageEnglish
    Pages (from-to)1113-1140
    Number of pages28
    JournalJournal of Marketing Management
    Volume31
    Issue number9
    Early online date27 Apr 2015
    DOIs
    Publication statusPublished - Oct 2015

    Keywords

    • festivals
    • eWOM
    • Twitter
    • social network analysis
    • community of interest

    Fingerprint

    Dive into the research topics of 'Community crosstalk: an exploratory analysis of destination and festival eWOM on Twitter'. Together they form a unique fingerprint.

    Cite this