Yes / The purpose of this study is to investigate what type of Facebook posts
help cruise lines build bridging and bonding social capital. The study
applies the Chi-Square Automatic Interaction Detection (CHAID) method
to identify which types of posts establish bridging and bonding social
capital. The analysis is conducted on an international cruise line’s official
Facebook posts posted between 1 January 2018 and 1 January 2020
before the Covid-19 pandemic. The results highlight that media type,
embedding passenger motivation, and a ship image help establish both
bridging and bonding social capital, while content type helps establish
bridging social capital. The paper is original because it helps
understand how cruise lines can improve bonding and bridging social
capital via social media. The paper also enhances understanding of
social capital theory in the travel industry by investigating the
relationship between Facebook post types and social capital in cruise
shipping.
| Identifer | oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/18774 |
| Date | 10 March 2022 |
| Creators | Surucu-Balci, Ebru, Balci, Gokcay |
| Source Sets | Bradford Scholars |
| Language | English |
| Detected Language | English |
| Type | Article, Published version |
| Rights | © 2022 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http:// creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. |
Page generated in 0.0037 seconds