Articles producció científica> Estudis de Comunicació

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

  • Datos identificativos

    Identificador: imarina:5873993
    Autores:
    Lalicic LHuertas AMoreno AJabreel M
    Resumen:
    © 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.
  • Otros:

    Autor según el artículo: Lalicic L; Huertas A; Moreno A; Jabreel M
    Departamento: Estudis de Comunicació
    Autor/es de la URV: Huertas Roig, Maria Asuncion / Moreno Ribas, Antonio
    Palabras clave: Tourism Technology Social media Semantic analysis Personality Perform Management Information Image Dmos Destination marketing tool Community Communication Brand values
    Resumen: © 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.
    Áreas temáticas: Tourism, leisure and hospitality management Strategy and management Marketing Management Hospitality, leisure, sport & tourism Ciencias sociales Business and management Business and international management
    Acceso a la licencia de uso: https://creativecommons.org/licenses/by/3.0/es/
    Direcció de correo del autor: sunsi.huertas@urv.cat antonio.moreno@urv.cat
    ISSN: 2212571X
    Identificador del autor: 0000-0001-6684-4220 0000-0003-3945-2314
    Fecha de alta del registro: 2023-02-18
    Versión del articulo depositado: info:eu-repo/semantics/acceptedVersion
    Enlace a la fuente original: https://www.sciencedirect.com/science/article/abs/pii/S2212571X18300684
    Referencia al articulo segun fuente origial: Journal Of Destination Marketing & Management. 16 (100350):
    Referencia de l'ítem segons les normes 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
    URL Documento de licencia: https://repositori.urv.cat/ca/proteccio-de-dades/
    DOI del artículo: 10.1016/j.jdmm.2019.03.004
    Entidad: Universitat Rovira i Virgili
    Año de publicación de la revista: 2020
    Tipo de publicación: Journal Publications
  • Palabras clave:

    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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