Publicly Shared Destination EWOM:

A Macro and Meso-Level Network

Approach
Purpose: Examine the characteristics and the
underlying drivers of publically shared electronic
word-of-mouth (eWOM) at a destination
(Bornemouth).
 Research Process
Keyword
analysis of
cluster
Isolate content and
Collect Social
destinatio Social location
archived Analysis network K Means
n eWOM network meta data
tweets of meta analysis clustering
when analysis
for 2011- data (community of nodes Hub
event is (structure)
2015 roles) classification by
staged
community
role and
occupation

Macro Meso
 Isolate
Collect
destination Social
archived Analysis
eWOM network
tweets of meta
when analysis
for 2011- data
event is (structure)
2015
staged

Macro
 Keyword analysis
of cluster
content and
Social Network location
Unsupervised meta data
Analysis
K Means
(community
clustering of
roles) Hub classification
nodes
by community
role and
occupation

Meso
 Findings
Research Question Findings
RQ1: How did the structural A destination’s eWOM network structure remains
characteristics of the destination unchanged despite changes in size and information
eWOM network change over distribution sources.
time?
RQ2: How did meso-level Hubs can evolve from high-mention to high-request
node characteristics change over hubs that may provide network cohesion
the period of study?
RQ3: How have eWOM Network was mostly domestic and type of hub
participant characteristics profiles did not change significantly over time,
(content and hub profiles) suggests that events may not be online animators of
evolved over time? destinations