B2B value co-creation influence on engagement: Twitter analysis at international trade show organizer

Abstract

PurposeThis paper studies, based on the theory of service-dominant logic, the effect of value co-creation practices (linking and materializing) on engagement dimensions (popularity, commitment and virality). The main objective is to analyze the influence of value co-creation practices on engagement at international trade shows organizer association on Twitter.Design/methodology/approachThis paper studies the usage of Twitter by the Specialty Food Association, which organizes one of the top five foods and beverage international trade show in the United States. To achieve the research objective, the authors have analyzed 1,608 posts on Twitter from the Twitter account @Specialty_Food. A content analysis was performed using Krippendorff's (2004) recommendations, and the data were analyzed using regression analysis with optimal scaling and Kruskal–Wallis Test.FindingsAccording to the results, some materializing practices influence popularity, commitment, virality and global engagement on Twitter. While the usage of some linking practices influences respectively commitment and popularity.OriginalityThese results provide valuable information for business-to-business (B2B) contexts and answer a research gap reported in previous literature, which affirms that more research is needed about the relationship between service systems and engagement. From a general view, to generate more engagement on social media in B2B contexts, it is recommended to prioritize posts that incorporate live and online events based on collaborative and dynamic human interactions, following by business ideas and business cases.

Twitter's capacity to forecast tourism demand: the case of way of Saint James

“…Focusing on Twitter, tourism studies have utilised this data source for sentiment analysis to identify tourist preferences and opinions on tourist services (Nadeau et al, 2022;Philander and Zhong, 2016), geographic information (Chua et al, 2016;Piramanayagam and Seal, 2022;Xin and MacEachren, 2020), promotion of tourist attractions (Bokunewicz and Shulman, 2017;Meehan et al, 2016) and international trade show organisation (Geldres-Weiss et al, 2023). However, only a few studies have analysed the usefulness of big data from Twitter to Twitter and tourism demand analyse tourism demand (e.g.…”

“…As Santiago de Compostela is an international pilgrimage destination, the decision to use hashtags was supported by an exhaustive search for hashtags related to tourism. Previous literature has supported the idea that the use of hashtags on Twitter is a powerful and helpful source of data (Geldres-Weiss et al, 2023;Wang et al, 2016). According to Carvache-Franco et al (2023), using hashtags to gather information is advantageous because it allows the concentration of users' opinions on a specific topic.…”