Articles producció científica> Estudis de Comunicació

Emotional brand communication on Facebook and Twitter: Are DMOs successful?

  • Identification data

    Identifier: imarina:5873993
    Handle: https://hdl.handle.net/20.500.11797/imarina5873993
    Authors:
    Lalicic LHuertas AMoreno AJabreel M
    Abstract:
    © 2019 Elsevier Ltd The following study analyzes the emotional brand communication of the 10 most popular DMOs in Europe according to TripAdvisor (2017) by observing user responses across Facebook and Twitter. The paper presents a matrix of successful and promising values that DMOs should integrate into their social media communication strategies regarding their destination brands. Furthermore, the study visualizes a set of values that DMOs should either not include or try to avoid when aiming to successfully engage with their users. In addition to the differences between the two platforms, the type of engagement that DMOs should aim for is also examined. Overall, the paper provides DMOs with guidelines on how to effectively communicate their brands using specific emotional brand values on social media.

  • Others:

    Author, as appears in the article.: Lalicic L; Huertas A; Moreno A; Jabreel M
    Department: Estudis de Comunicació
    URV's Author/s: Huertas Roig, Maria Asuncion / Moreno Ribas, Antonio
    Keywords: Tourism Technology Social media Semantic analysis Personality Perform Management Information Image Dmos Destination marketing tool Community Communication Brand values
    Abstract: © 2019 Elsevier Ltd The following study analyzes the emotional brand communication of the 10 most popular DMOs in Europe according to TripAdvisor (2017) by observing user responses across Facebook and Twitter. The paper presents a matrix of successful and promising values that DMOs should integrate into their social media communication strategies regarding their destination brands. Furthermore, the study visualizes a set of values that DMOs should either not include or try to avoid when aiming to successfully engage with their users. In addition to the differences between the two platforms, the type of engagement that DMOs should aim for is also examined. Overall, the paper provides DMOs with guidelines on how to effectively communicate their brands using specific emotional brand values on social media.
    Thematic Areas: Tourism, leisure and hospitality management Strategy and management Marketing Management Hospitality, leisure, sport & tourism Ciencias sociales Business and management Business and international management
    licence for use: https://creativecommons.org/licenses/by/3.0/es/
    Author's mail: sunsi.huertas@urv.cat antonio.moreno@urv.cat
    ISSN: 2212571X
    Author identifier: 0000-0001-6684-4220 0000-0003-3945-2314
    Record's date: 2023-02-18
    Papper version: info:eu-repo/semantics/acceptedVersion
    Papper original source: Journal Of Destination Marketing & Management. 16 (100350):
    APA: Lalicic L; Huertas A; Moreno A; Jabreel M (2020). Emotional brand communication on Facebook and Twitter: Are DMOs successful?. Journal Of Destination Marketing & Management, 16(100350), -. DOI: 10.1016/j.jdmm.2019.03.004
    Licence document URL: https://repositori.urv.cat/ca/proteccio-de-dades/
    Entity: Universitat Rovira i Virgili
    Journal publication year: 2020
    Publication Type: Journal Publications

  • Keywords:

    Business and International Management,Hospitality, Leisure, Sport & Tourism,Management,Marketing,Strategy and Management,Tourism, Leisure and Hospitality Management
    Tourism
    Technology
    Social media
    Semantic analysis
    Personality
    Perform
    Management
    Information
    Image
    Dmos
    Destination marketing tool
    Community
    Communication
    Brand values
    Tourism, leisure and hospitality management
    Strategy and management
    Marketing
    Management
    Hospitality, leisure, sport & tourism
    Ciencias sociales
    Business and management
    Business and international management
    2212571X

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