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The Return on Tourism Organizations’ Social Media Investments – Preliminary Evidence from Belgium, France, and Switzerland.

Wozniak, T, Stangl, Brigitte, Schegg, R and Liebrich, A (2017) The Return on Tourism Organizations’ Social Media Investments – Preliminary Evidence from Belgium, France, and Switzerland. Information Technology & Tourism., 17 (1). pp. 75-100.

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Abstract

Over the past decade, the phenomenon of social media has grown at a tremendous pace. Well established social media platforms such as Facebook or YouTube now count more than 1 billion users (Facebook, 2016; YouTube, 2016). New social media platforms have continued to emerge and reach hundreds of millions of users within only a few years – as the examples of Instagram and Pinterest demonstrate (Instagram, 2016; Pinterest, 2016). The massive use of social media for the creation and exchange of user-generated content, including word-of-mouth, offers great potential for marketing, but can also turn into organizations’ nightmares (Kaplan & Haenlein, 2010, 2011b).

Item Type: Article
Subjects : Hospitality & Tourism
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
NameEmailORCID
Wozniak, TUNSPECIFIEDUNSPECIFIED
Stangl, Brigitteb.stangl@surrey.ac.ukUNSPECIFIED
Schegg, RUNSPECIFIEDUNSPECIFIED
Liebrich, AUNSPECIFIEDUNSPECIFIED
Date : 7 March 2017
Identification Number : 10.1007/s40558-017-0077-4
Copyright Disclaimer : Copyright Springer-Verlag Berlin Heidelberg 2017. The final publication is available at Springer via http://dx.doi.org/10.1007/s40558-017-0077-4
Related URLs :
Depositing User : Symplectic Elements
Date Deposited : 07 Mar 2017 11:46
Last Modified : 05 Jul 2017 11:34
URI: http://epubs.surrey.ac.uk/id/eprint/813703

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