Emotional brand communication on Facebook and Twitter: Are DMOs successful?
Volume: 16, Pages: 100350 - 100350
Published: Jun 1, 2020
Abstract
The following study analyzes the emotional brand communication of the 10 most popular DMOs in Europe according to TripAdvisor (2017) by observing user responses across Facebook and Twitter. The paper presents a matrix of successful and promising values that DMOs should integrate into their social media communication strategies regarding their destination brands. Furthermore, the study visualizes a set of values that DMOs should either not...
Paper Details
Title
Emotional brand communication on Facebook and Twitter: Are DMOs successful?
Published Date
Jun 1, 2020
Volume
16
Pages
100350 - 100350
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