NDLI: Exploring microblog marketing in travelling websites: A Latent Dirichlet Allocation model based approach

Content Provider	IEEE Xplore Digital Library
Author	Guo Shan-shan Qian Guo-ming Guo Xi-tong
Copyright Year	2013
Description	Author affiliation: Sch. of Manage., Harbin Inst. of Technol., Harbin, China (Guo Shan-shan; Qian Guo-ming; Guo Xi-tong)
Abstract	Drawing on the qualitative and quantitative data analyses on the microblog content of ten travelling website enterprises on the Sina microblog site, this study exhibits the state of microblog marketing adopted by travelling websites in China. The current performance of travelling websites using microblogs marketing and a model to describe how the topics of microblogs' content were stated and developed by this study. The empirical findings show travelling websites are good at microblog marketing, but they should pay more attention to attract more verified followers and to keep followers active. Moreover, the regression results show that blog content about promotion and travel guide will have acceleration on the effectiveness of microblog marketing. More interaction with followers is needed by travelling websites' microblogs.
Starting Page	100
Ending Page	106
File Size	533771
Page Count	7
File Format	PDF
ISBN	9781479904730
ISSN	21551855
e-ISBN	9781479904747
DOI	10.1109/ICMSE.2013.6586268
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2013-07-17
Publisher Place	China
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Industries Statistical analysis travelling websites microblog marketing microblog marketing effectiveness Blogs LDA model Media Data models Internet Data mining
Content Type	Text
Resource Type	Article

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