Contribution to Book
Developing a typology of social media messages: A preliminary analysis of restaurants' Facebook posts
Advances in Service Quality, Innovation and Excellence
(2011)
Abstract
This study adopted a grounded theory approach and developed a typology of social media messages by examining 1472 Facebook messages initiated by purposefully-selected 12 hotel brands, 12 restaurant brands, and two casinos. This typology helped researchers to categorize 638 Facebook messages of 12 restaurant brands for ANOVA, text classification, and feature analysis. The preliminary results reveal that restaurants often use Facebook as a marketing tool and that certain types of messages received more attention from Facebook users than others.
Keywords
- Social Media,
- Facebook,
- Hospitality Management,
- Marketing,
- Social Networking
Disciplines
Publication Date
June, 2011
Editor
B. Van der Rhee, & L. Victorino
Publisher
Cayuga Press
Publisher Statement
Kwok, L., Yu, B., & Chen, M. (2011, June). Developing a typology of social media messages: A preliminary analysis of restaurants’ Facebook posts. In B. van der Rhee and L. Victorino (Ed.), The 12th International Research Symposium on Service Excellence in Management (QUIS12) (pp. 150 – 155). Ithaca, NY: Cayuga Press.
Citation Information
Linchi Kwok, Bei Yu and Miam Chen. "Developing a typology of social media messages: A preliminary analysis of restaurants' Facebook posts" Ithaca, NYAdvances in Service Quality, Innovation and Excellence (2011) Available at: http://works.bepress.com/linchi_kwok/9/