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dc.contributor.authorNguyen, Le Loc Tien-
dc.descriptionScientific Paper; Pages: 102-106vi_VN
dc.description.abstractUsing 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.vi_VN
dc.publisherDa Nang Publishing Housevi_VN
dc.subjectcommunication strategiesvi_VN
dc.subjectFacebook strategiesvi_VN
dc.subjecttourism companiesvi_VN
dc.subjectcontent analysisvi_VN
dc.titleHow tourism companies could boost electronic word-ofmouth (eWOM) through Facebook strategiesvi_VN
dc.typeWorking Papervi_VN
Appears in Collections:CITA 2020

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