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Keywords: Message strategy
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Journal Articles
Journal of Hospitality and Tourism Technology (2017) 8 (2): 239–255.
Published: 12 June 2017
...Xi Y. Leung; Billy Bai; Mehmet Erdem Purpose The purpose of this study is to develop a typology of social media messages to compare the effectiveness of different message strategies. Design/methodology/approach In total, 1,837 messages from 12 hotel brand Facebook pages were content-analyzed...
