Studying the association of online brand importance with museum visitors: An application of the semantic brand score

Colladon, Andrea Fronzetti and Grippa, Francesca and Innarella, Rosy,(2020), Studying the association of online brand importance with museum visitors: An application of the semantic brand score. , Tourism Management Perspectives, Elsevier Ltd

[thumbnail of 1-s2.0-S2211973619301205-main 2019-12-02 (Elsevier).pdf] Text - Published Version
Download (657kB)

Abstract

This paper explores the association between brand importance and growth in museum visitors. We analyzed 10 years of online forum discussions and applied the Semantic Brand Score (SBS) to assess the brand importance of five European Museums. Our Naive Bayes and regression models indicate that variations in the combined dimensions of the SBS (prevalence, diversity and connectivity) are aligned with changes in museum visitors. Results suggest that, in order to attract more visitors, museum brand managers should focus on increasing the volume of online posting and the richness of information generated by users around the brand, rather than controlling for the posts' overall positivity or negativity.
Keywords : Big data Social media Semantic brand score Brand importance Museum marketing, UNSPECIFIED
Journal or Publication Title: Tourism Management Perspectives
Volume: 33
Number: UNSPECIFIED
Item Type: Article
Subjects: Manajemen
Depositing User: Arief Eryka Zendy
Date Deposited: 26 Dec 2019 06:53
Last Modified: 26 Dec 2019 06:53
URI: https://repofeb.undip.ac.id/id/eprint/868

Actions (login required)

View Item
View Item