Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference

EMAC 2021 Annual Conference


How user generated content impacts ad effectiveness: Lessons from tourism industry
(A2021-94034)

Published: May 25, 2021

AUTHORS

Svetlana Bialkova, Liverpool Business School

ABSTRACT

The user-generated content (UGC) has been recognised as efficient advertising tool in tourism and hospitality industry, a vehicle for brand conversations and consumer insights. However, the big amount of data is a challenge to understand the cross-platform dynamics of UGC, and thus, calling for further investigation on how to efficiently integrate various platforms to boost the ad success. The current paper addresses this issue, providing a cross-platform tracking in real time to an advertisement promoting to visit a country. We analysed the reaction to the ad, respectively, one day, week, and a month after the ad launch. The ad generated extreme attention and UGC. Results are summarised in a hybrid architecture, combining netnographics and web analytics. The outcomes could be employed to boost the efficiency of ad campaigns in tourism sector and beyond, in building up a strong brand reputation and equity.