Examining the effect of message characteristics, popularity, engagement, and message appeals: Evidence from Facebook corporate pages of tourism organisations

Sujo Thomas, Sonal Kureshi, Arpan Yagnik

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

This study investigated the use of Facebook marketing by tourism brands to manage the promotional branding of national and state tourism organisations in the Indian context. This sought to unravel the underlying mechanisms of social media marketing by tourism brands on Facebook, which is one of the major digital platforms in India with highest number of active users in gross terms. From a total of 12 tourism departments with active Facebook pages, five tourism departments were selected based on their level of high social media activity. Content from 1095 Facebook posts of five tourism brand pages were analysed to find answers to three research questions concerning message characteristics, popularity and engagement, and message appeals. Findings of the study suggest that positive emotional appeals would be most effective while dealing with experiential products. It further indicates that mere acquisition of social media fans and followers does not result in better engagement. The findings of this study have practical implications for tourism companies who wish to expand into emerging markets such as India.

Original languageEnglish (US)
Pages (from-to)30-51
Number of pages22
JournalInternational Journal of Business and Emerging Markets
Volume13
Issue number1
DOIs
StatePublished - 2021

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Strategy and Management
  • Marketing

Fingerprint Dive into the research topics of 'Examining the effect of message characteristics, popularity, engagement, and message appeals: Evidence from Facebook corporate pages of tourism organisations'. Together they form a unique fingerprint.

Cite this