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Using social network analysis to explain communication characteristics of travel-related electronic word-of-mouth on social networking sites

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Titel: Using social network analysis to explain communication characteristics of travel-related electronic word-of-mouth on social networking sites
Autoren: Luo, Qiuju, Zhong, Dixi
Bestand: RePEc (Research Papers in Economics)
Beschreibung: Social networking sites (SNSs), which are platforms based on user interactions, currently play increasingly important roles in sharing electronic word-of-mouth (eWOM) among tourists. Viewing eWOM communication on SNSs as a network based on the users' social relationships, this study applied social network analysis to examine the communication characteristics of travel-related eWOM on SNSs from the perspective of both ego and whole networks. Results show that travel-related eWOM communication via SNSs relied on existing social relationships, ties of which can be categorized as strong, of middling strength, or weak. Furthermore, the effect of transmitted information was stronger than that of influential decision-making. The communication network studied was found to be structured, loose-knit, flat, and of high centrality. These results enrich current research on the effects of eWOM and provide a dynamic perspective for understanding how eWOM disseminates and influences users through interactions. ; Travel-related electronic word-of-mouth; Communication characteristics; Social networking sites; Social network analysis; Ego network; Whole network
Publikationsart: article in journal/newspaper
Sprache: unknown
Relation: http://www.sciencedirect.com/science/article/pii/S0261517714001393
Verfügbarkeit: http://www.sciencedirect.com/science/article/pii/S0261517714001393
Dokumentencode: edsbas.75A56DA0
Datenbank: BASE
Beschreibung
Abstract:Social networking sites (SNSs), which are platforms based on user interactions, currently play increasingly important roles in sharing electronic word-of-mouth (eWOM) among tourists. Viewing eWOM communication on SNSs as a network based on the users' social relationships, this study applied social network analysis to examine the communication characteristics of travel-related eWOM on SNSs from the perspective of both ego and whole networks. Results show that travel-related eWOM communication via SNSs relied on existing social relationships, ties of which can be categorized as strong, of middling strength, or weak. Furthermore, the effect of transmitted information was stronger than that of influential decision-making. The communication network studied was found to be structured, loose-knit, flat, and of high centrality. These results enrich current research on the effects of eWOM and provide a dynamic perspective for understanding how eWOM disseminates and influences users through interactions. ; Travel-related electronic word-of-mouth; Communication characteristics; Social networking sites; Social network analysis; Ego network; Whole network