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dc.contributor.authorAlboqami, H.*
dc.contributor.authorAl-Karaghouli, W.*
dc.contributor.authorBaeshen, Y.*
dc.contributor.authorErkan, I.*
dc.contributor.authorEvans, C.*
dc.contributor.authorGhoneim, Ahmad*
dc.date.accessioned2017-11-30T10:24:44Z
dc.date.available2017-11-30T10:24:44Z
dc.date.issued2015
dc.identifier.citationAlboqami H, Al-Karaghouli W, Baeshen Y et al (2015) Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter. International Journal of Internet Marketing and Advertising. 9(4):en_US
dc.identifier.urihttp://hdl.handle.net/10454/14009
dc.descriptionNoen_US
dc.description.abstractMarketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are effective while others are not. This paper aims to examine different characteristics of marketer-generated content (MGC) that of which one lead users to eWOM. Twitter was chosen as one of the leading social media sites and a content analysis approach was employed to identify the common characteristics of retweeted and favourited tweets. 2,780 tweets from six companies (Booking, Hostelworld, Hotels, Lastminute, Laterooms and Priceline) operating in the tourism sector are analysed. Results indicate that the posts which contain pictures, hyperlinks, product or service information, direct answers to customers and brand centrality are more likely to be retweeted and favourited by users. The findings present the main eWOM drivers for MGC in social media.en_US
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.1504/IJIMA.2015.072886en_US
dc.subjectElectronic WoM; Word of mouth; eWOM; Social media; Content analysis; Marketer-generated content; MGC; Twitter; Tweet characteristics; Favourited tweets; Retweeted content; Tourism industry; Hyperlinks; Product information; Service information; Direct answers; Brand centralityen_US
dc.titleElectronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitteren_US
dc.status.refereedYesen_US
dc.typeArticleen_US
dc.type.versionNo full-text in the repositoryen_US


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