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Brand strategies in social media in hospitality and tourism

2018Recensão Acesso aberto
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dc.contributor.authorMoro, Sérgio
dc.contributor.authorRita, Paulo
dc.contributor.institutionNOVA Information Management School (NOVA IMS)
dc.contributor.institutionInformation Management Research Center (MagIC) - NOVA Information Management School
dc.contributor.pblEmerald Group Publishing Ltd.
dc.date.accessioned2018-02-23T23:15:34Z
dc.date.available2018-02-23T23:15:34Z
dc.date.issued2018
dc.descriptionMoro, S., & Rita, P. (2018). Brand strategies in social media in hospitality and tourism. International Journal of Contemporary Hospitality Management, 30(1), 343-364. DOI: 10.1108/IJCHM-07-2016-0340 --- %ABS3%
dc.description.abstractPurpose: This paper aims to present an automated literature analysis to unveil the drivers for incorporating social media in tourism and hospitality brand strategies. Design/methodology/approach: To gather relevant literature, Google Scholar was queried with “brand”/“branding” and “social media” for articles in ten top-ranked tourism and hospitality journals, resulting in a total of 479 collected articles. The methodology adopted for the analysis is based on text mining and topic modeling procedures. The topics discovered are characterized by terms belonging to a dictionary previously compiled and provide a segmentation of the articles in coherent sets of the literature. Findings: Most of the 213 articles that encompass a strong relation between social media and branding are mentioning mainly brand building stages. A large research gap was found in hospitality and tourism considering that, besides advertising, no topic was discovered related to known brand strategies such as co-branding or franchising. Practical implications: The present analysis concludes that specialized tourism and hospitality literature needs to keep pace with research that is being conducted on a wide range of industries to assess the influence of social media. Originality/value: The automated analysis approach used has no precedent in tourism and hospitality research. By including an innovative topical concept map, it led to identifying and summarizing the topics, providing a clear picture on the findings. This study calls for research by specialized tourism and hospitality publications, eventually leading to special issues on this vibrant subject.en
dc.description.versionauthorsversion
dc.description.versionpublished
dc.format.extent22
dc.format.extent911232
dc.identifier.doi10.1108/IJCHM-07-2016-0340
dc.identifier.issn0959-6119
dc.identifier.otherPURE: 3620539
dc.identifier.otherPURE UUID: bcc86020-226f-4f88-ae0a-9e05ee885192
dc.identifier.otherScopus: 85041715546
dc.identifier.otherWOS: 000424495000016
dc.identifier.otherORCID: /0000-0001-6050-9958/work/151407741
dc.identifier.urihttp://www.scopus.com/inward/record.url?scp=85041715546&partnerID=8YFLogxK
dc.identifier.urlhttps://www.scopus.com/pages/publications/85041715546
dc.language.isoeng
dc.peerreviewedyes
dc.subjectBrand building
dc.subjectBrand strategies
dc.subjectLiterature analysis
dc.subjectSocial media
dc.subjectText mining
dc.subjectTourism and hospitality
dc.subjectTourism, Leisure and Hospitality Management
dc.titleBrand strategies in social media in hospitality and tourismen
dc.typereview
degois.publication.firstPage343
degois.publication.issue1
degois.publication.lastPage364
degois.publication.titleInternational Journal of Contemporary Hospitality Management
degois.publication.volume30
dspace.entity.typePublication
rcaap.rightsopenAccess

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NIMS: MagIC - Artigos em revista internacional com arbitragem científica (Peer-Review articles in international journals)