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Browsing by Author "Tuominen, P."
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Brand Tribalism – A Netnographic Exploration of Virtual Communities
Tuominen, P. (University of Hertfordshire, 2011)The article comes to the conclusion that brands can benefit from having a presence in Facebook and other Social Network Sites (SNS) if the objectives and the nature of the brand suit the environment. This study identifies ... -
The Influence of TripAdvisor Consumer-Generated Travel Reviews on Hotel Performance
Tuominen, P. (University of Hertfordshire, 2011)Many consumers consult online reviews before making (online) travel arrangements. Yet, little is known about the impact of these reviews on hotel performance, and therefore managing on-line reviews has been widely neglected ...