Please use this identifier to cite or link to this item:
https://elib.vku.udn.vn/handle/123456789/748| Title: | How tourism companies could boost electronic word-ofmouth (eWOM) through Facebook strategies |
| Authors: | Nguyen, Le Loc Tien |
| Keywords: | eWOM communication strategies Facebook strategies tourism companies content analysis |
| Issue Date: | 2020 |
| Publisher: | Da Nang Publishing House |
| Abstract: | Using content analysis method, this study examines how tourism companies could boost eWOM using communication strategies through Facebook. With the sample of 500 posts from Facebook pages of five most popular tourism companies in Vietnam in 2019, the communication strategies are considered. The findings were that vividness becomes the largest influential factor on producing more eWOM, while interactivity shows no relations. From this result, certain implications are drawn for companies in tourism industry. |
| Description: | Scientific Paper; Pages: 102-106 |
| URI: | http://elib.vku.udn.vn/handle/123456789/748 |
| ISBN: | 978-604-84-5517-0 |
| Appears in Collections: | CITA 2020 |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.