Social content search in tourism purchase decisions

Wilson, Alan and Ney, Jillian (2011) Social content search in tourism purchase decisions. In: Proceedings of the Academy of Marketing Conference 2011. Academy of Marketing, GBR. ISBN 978-0-9561122-34

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Abstract

The seminal social media work of Tim O’Reilly what sought to define and contextualise what was dubbed as ‘Web 2.0’ (O’Reilly, 2005) has changed the face of communication exchange, information search and marketing forever. Broadly define as ‘a collection of open-sourced, interactive and user controlled online applications expanding the experiences, knowledge and market power of the users as participants in business and social processes’ (Constantinides and Fountain, 2008) Web 2.0 has catalysed an information revolution. Self-publication on blogs, social networks, wikis, online question and answers, media sharing sites, and opinion and review forums, more commonly regarded by practitioners and internet users as ‘social media’ (Gillin, 2007) has diluted the influence of marketing communication.