Two faces of electronic Word-of-Mouth: The qualitative approach of amplified e-WOM

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dc.contributor Rejón Guardia, Francisco Putalovå, Barbora 2016 2018-06-04T12:11:13Z 2018-06-04T12:11:13Z 2018-06-04
dc.description.abstract [eng] In tourism industry the competition is increasing, thus the companies need to find a new way of attracting more customers. One of the newest trend is amplified electronic word of mouth where companies are using social media platforms as part of their strategies. Even though in some of the sectors is popular, it is not clear if it is used in tourism. By creating questionnaire, we conduct 30 replies from hotels in Mallorca. The results show that indeed amplified e-WOM is popular and important for the companies, however only a few are implementing it in their strategies in any other form except of the classic Facebook or Twitter page. The results demonstrate that the hotel industry has gap in using e-WOM in his full capacity. Therefore, in this paper implications for the industry will be discussed. ca
dc.format application/pdf
dc.language.iso eng ca
dc.publisher Universitat de les Illes Balears
dc.rights info:eu-repo/semantics/openAccess
dc.rights all rights reserved
dc.subject 338 - Situació econòmica. Política econòmica. Gestió, control i planificació de l'economia. Producció. Serveis. Turisme. Preus ca
dc.subject.other Amplified ca
dc.subject.other Electronic word of mouth ca
dc.subject.other Tourism ca
dc.subject.other Social media ca
dc.subject.other Blogs ca
dc.subject.other Marketing strategy ca
dc.title Two faces of electronic Word-of-Mouth: The qualitative approach of amplified e-WOM ca
dc.type info:eu-repo/semantics/masterThesis ca
dc.type info:eu-repo/semantics/publishedVersion 2018-05-31T10:06:48Z

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