Understanding tourists’ motivations to launch a boycott on social media: A case study of the #BoycottMurree campaign in Pakistan

2021 ◽  
pp. 135676672199386
Author(s):  
Salman Yousaf ◽  
Ali Razzaq ◽  
Xiucheng Fan
Keyword(s):  
Social Media ◽  
Hospitality Industry ◽  
Summer Season ◽  
Case Study Approach ◽  
Mountain Ranges ◽  
Study Approach ◽  
Domestic Tourism ◽  
Himalayan Mountain ◽  
First Time

This research paper studies the domestic tourism destination boycott of Murree, the most popular tourist spot in Pakistan. Murree, a hill spot in the footsteps of the Himalayan mountain ranges, attracts millions of tourists from all over Pakistan every year due to its natural scenery and easy accessibility. However, weak regulation and unmanageable demand have made the local hospitality industry quixotic, prompting affiliated businesses in Murree to exploit tourists. Subsequently, the #BoycottMurree campaign was launched on social media at the beginning of 2018; this campaign gained quickly momentum, and Murree reported declines in business for the first time during the summer season of 2018. Using a netnographic case study approach of the #BoycottMurree campaign it found that the communication revolved around instrumental boycott motives and non-instrumental boycott motives. Moreover, the tourist ethnocentrism theme naturally emerged from the data, advocating anti-boycott. Overall, the results theoretically inform the literature by extrapolating tourist boycott notions in terms of domestic tourism and pointing out the ways in which domestic tourism boycotts may be different from international tourism boycotts. The results also guide domestic tourism organizations and businesses about the importance of developing competing destinations.

Analysis of Social Media Instagram Effectivity in Hotel Industries (A Case Study Approach)

2021 ◽  
Author(s):  
Yohannes Kurniawan ◽  
Geraldio Claudrel Caesar ◽  
William Putra Maliki ◽  
Karen Christabel ◽  
Norizan Anwar ◽  
...  
Keyword(s):  
Social Media ◽  
Case Study Approach ◽  
Study Approach

Cost Control and Analysis of Turnover in the Hospitality Industry: A Case Study Approach

1995 ◽  
Vol 7 (2) ◽  
pp. 21-24 ◽  
Author(s):  
John Williams ◽  
Fred Demicco ◽  
Alex da Silva ◽  
Cynthia Vannucci
Keyword(s):  
Hospitality Industry ◽  
Cost Control ◽  
Case Study Approach ◽  
Study Approach

Adoption strategies of social media in B2B firms: a multiple case study approach

2018 ◽  
Vol 33 (5) ◽  
pp. 730-743 ◽  
Author(s):  
Maryam Lashgari ◽  
Catherine Sutton-Brady ◽  
Klaus Solberg Søilen ◽  
Pernilla Ulfvengren
Keyword(s):  
Social Media ◽  
Multinational Corporations ◽  
Multiple Case Study ◽  
Communication Strategy ◽  
Case Study Approach ◽  
Content Type ◽  
Study Approach ◽  
Study Results ◽  
Multiple Case

PurposeThe purpose of this study is to clarify business-to-business (B2B) firms’ strategies of social media marketing communication. The study aims to explore the factors contributing to the formation and adoption of integration strategies and identify who the B2B firms target.Design/methodology/approachA multiple case study approach is used to compare four multinational corporations and their practices. Face-to-face interviews with key managers, and extensive readings and observations of the firms’ websites and social media platforms have been conducted.FindingsThe study results in a model, illustrating different processes of selection, adoption and integration involved in the development of social media communication strategy for B2B firms. Major factors involved in determining the platform type, and strategies used within different phases and processes are identified.Research limitations/implicationsAs the chosen methodology may limit generalizability, further research is encouraged to test the model within a B2B context especially within small and medium enterprises as only large multinational corporations were investigated in this study.Practical implicationsThe paper provides insight into how B2B marketers can align social media with their firms’ goals through the strategic selection of platforms to reach the targeted audience and communicate their message.Originality/valueThe study uncovers the benefits gained by B2B firms’ through interaction with individuals on social media. This is a significant contribution as the value of such interaction was previously undefined and acted as a barrier for adopting social media in some B2B firms.

scholarly journals “Is There Anybody There?”

2019 ◽  
pp. 151-172
Author(s):  
Helen Clough ◽  
Karen Foley
Keyword(s):  
Social Media ◽  
Distance Learning ◽  
Real Time ◽  
Academic Libraries ◽  
Open University ◽  
Case Study Approach ◽  
Study Approach ◽  
Communities Of Learners ◽  
The Future

The Open University (UK) Library supports its distance-learning students with interactive, real-time events on social media. In this chapter the authors take a case study approach and concentrate on the examples of Facebook and Livestream to illustrate how live engagement events on social media have helped to build communities of learners in spaces they already occupy, raise the visibility of the library's services and resources with staff and students, and foster collaboration with other departments, while also being effective mechanisms for instruction. The chapter concludes with the library's plans for the future and recommendations for other academic libraries wishing to run live engagement events on social media.

Credible to Whom?

2017 ◽  
pp. 142-161
Author(s):  
Nathan Rodriguez
Keyword(s):  
Public Health ◽  
Social Media ◽  
Search Engine ◽  
Online Search ◽  
Case Study Approach ◽  
Study Approach ◽  
Active Choice ◽  
Echo Chamber ◽  
Chamber Effect

This chapter adopts a case study approach to examine the echo chamber effect online. Individuals cobble together personalized newsfeeds by active choice and those choices are often accompanied by subtle manipulations in social media and online search engine algorithms that may shape and constrain the parameters of information on a given topic. In this chapter, the author studied vaccine-hesitant discourse in an online forum over a five-year period. Those conversations exhibited characteristics of what would be considered an echo chamber, as defined by Jamieson and Cappella (2008). The implications of this case study suggest that the echo chamber within the realm of vaccination can lead individuals toward content and information of dubious veracity, with significant implications for public health.

Wikipedia: Medium and Model of Collaborative Public Diplomacy

2015 ◽  
Vol 10 (4) ◽  
pp. 396-419
Author(s):  
Caitlin Byrne ◽  
Jane Johnston
Keyword(s):  
Social Media ◽  
Public Diplomacy ◽  
Collective Agency ◽  
Policy Outcomes ◽  
Case Study Approach ◽  
Social Media Platform ◽  
Study Approach ◽  
Media Platform ◽  
Progressive Agenda

Public diplomacy is an inherently social endeavour, engaging public audiences at home and abroad to shape perceptions and influence foreign policy outcomes. Social media has a part to play in this, with sites such as Facebook and Twitter gaining visibility and traction as ‘must-have’ tools for public diplomacy 2.0. This article casts light on the less visible but pervasive social media platform of Wikipedia. Taking a case-study approach, the article posits that Wikipedia holds a dual relevance for public diplomacy 2.0: first as a medium; and second, as a model for public diplomacy’s evolving process. Exploring Wikipedia’s folksonomy, crowd-sourced through intense and organic collaboration, provides insights into the potential of collective agency and symbolic advocacy. The article’s findings highlight the limitations within current approaches towards public diplomacy 2.0, and offer new approaches for public diplomacy’s more progressive agenda.

scholarly journals Picture Perfect Vitamins The Semiotics Of Health Supplement Marketing on Instagram

2021 ◽  
Author(s):  
Karolina Jalowska
Keyword(s):  
Social Media ◽  
Qualitative Content Analysis ◽  
Scientific Evidence ◽  
Social Media Marketing ◽  
Vitamin Supplement ◽  
Case Study Approach ◽  
Study Approach ◽  
Computer Generated Imagery ◽  
Visual Marketing

Instagram. Specifically, this MRP examines the visual social media marketing techniques utilized by vitamin supplement companies in health images on Instagram, and the images communicated messages and implications. Through a qualitative content analysis case study approach, two vitamin supplement companies Instagram images were analyzed and compared: Sugar Bear Hair and Ritual. An image analysis guided by Roland Barthes semiotic theory of myth was conducted on 20 images posted on each company’s Instagram profile on and before April 1, 2019. The results suggest that health brands use a variety of visual marketing techniques to market their brands and products to users on social media, such as colours, influencers, and computer-generated imagery. In addition, the communicated messages in health images, or the “Barthian” myths as referred to in this study, exaggerate and differ from the scientific evidence surrounding the efficacy of vitamin supplements. Lastly, the myths derived from the images have the potential to confuse consumers, which may lead to health repercussions. This research contributes to the field of health communications as it builds upon literature that has found that marketing health via traditional and social media can be misleading and that organizations and brands on social media can do more to communicate necessary and accurate health messages.

scholarly journals The Use of Prophetic Communication and Religious Message as a Way to Prevent COVID-19 Outbreak in Palu City

2021 ◽  
Vol 6 (1) ◽  
pp. 140-148
Author(s):  
Muhammad Khairil
Keyword(s):  
Social Media ◽  
Human Life ◽  
Online News ◽  
Case Study Approach ◽  
Study Approach ◽  
Direct Observations ◽  
The People ◽  
Central Sulawesi ◽  
Existing Data

This study discusses prophetic communication in spreading religious messages for the Coronavirus (COVID-19) outbreak prevention in Palu, Indonesia. This study is based on qualitative research with a case study approach. This study will lead to a detailed and in-depth description of the problem regarding the condition according to what happened in the field. The case study conducted in this research took place in Alkhairaat Foundation of Palu, Central Sulawesi. To support existing data, researchers also made direct observations to the Alkhairaat Foundation. Religion is not only a guide but also a source of life. The function of religion is to regulate human life such as amidst the COVID-19 outbreak through the basis of the Qur'an and hadith. Qur'an and Hadith become the basis in the formation of religious messages that are assembled by the Ulamas through their social media. Public opinion is then filled with tendencies that lead to Islamic ideas and at the same time, there are rejections of it which portray acceptance of information to have positive and negative sides. Ulamas used social media such as Facebook, WhatsApp, and online news. Ulamas also coordinate with local government to unite the perceptions on how to face the COVID-19 that also happened in Palu. Ulamas perform their roles by conveying fatwas. The strong influence of an Ulama as a figure means that every word and deed can be a hold for the people. In this case, Ulamas should remain consistent with what was conveyed. Because the conveyed fatwa is not an individual fatwa but an institutionalized fatwa

scholarly journals INKLUSIFITAS DAKWAH AKUN @NUgarislucu DI MEDIA SOSIAL

2019 ◽  
Vol 4 (2) ◽  
pp. 183
Author(s):  
Ahmad Hidayatullah
Keyword(s):  
Social Media ◽  
Real World ◽  
Virtual World ◽  
Rapid Development ◽  
Case Study Approach ◽  
The Real ◽  
Study Approach

<p>The rapid development of technology implies inclusiveness in da'wah not only in real terms in the real world, but also in the virtual world. Some things that become considerations of the da'wah inclusiveness need to be applied, including the growth of radicalism through social media, then in 2015 a funny social media account @NUgaris emerged that intensely and consistently helped to color the virtual world. This type of research is qualitative with a case study approach. The authors explore the implementation of preaching inclusiveness through social media carried out by the above account. The results of the study show that there are three forms of the application of the inclusiveness of the @NUgarislucu account, namely: inclusiveness in doing da’wah to the internal citizens of NU (Nahdhiyin); inclusiveness in da'wah to internal Muslims who differ in manhaj (across mass organizations) in Indonesia; inclusiveness in da'wah to external Muslims, namely to other religions in Indonesia. The three forms of missionary inclusiveness are carried out through dialogue and humor.</p>

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