2020
DOI: 10.1108/imds-12-2019-0667 View full text |Buy / Rent full text
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Abstract: PurposeThis study assessed the effect of photo themes to facilitate social media user engagement in Facebook brand pages and emphasized the important role of designing images for developing destination marketing strategies.Design/methodology/approachThis study analyzed 8,900 posts that were published by official tourism destination marketers for each destination (Hong Kong, Japan, South Korea). Text mining analysis, image thematic coding analysis and two-way ANOVA were applied to examine the significant differ… Show more

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