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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
ISBN: 978-604-84-5517-0
Appears in Collections:CITA 2020

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