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Building online brand communities : exploring the benefits, challenges and risks in the Australian event sector

Hede, Anne-Marie and Kellett, Pamm 2012, Building online brand communities : exploring the benefits, challenges and risks in the Australian event sector, Journal of vacation marketing, vol. 18, no. 3, pp. 239-250, doi: 10.1177/1356766712449370.

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Title Building online brand communities : exploring the benefits, challenges and risks in the Australian event sector
Author(s) Hede, Anne-Marie
Kellett, PammORCID iD for Kellett, Pamm orcid.org/0000-0001-6883-9847
Journal name Journal of vacation marketing
Volume number 18
Issue number 3
Start page 239
End page 250
Total pages 12
Publisher Sage
Place of publication London, England
Publication date 2012
ISSN 1356-7667
1479-1870
Keyword(s) event marketing
Web 2.0
social media
online brand community
Summary The Internet has impacted the tourism sector and tourists substantially. Yet, very little information is known about how tourism organisations are using the second generation of the Internet, Web 2.0, and its various social media platforms in relation to their marketing activities. This article explores ways in which events, as an integral part of the tourism sector, are using Web 2.0 tools to build their online brand communities. While the qualitative analysis highlights benefits for events, it also identifies the risks and challenges that events face in using Web 2.0. These include the capacity to resource this aspect of marketing and the ability to protect their brand from the advent of counter- and alter-brand communities when online brand community building activities are not fully effective.
Language eng
DOI 10.1177/1356766712449370
Field of Research 150404 Sport and Leisure Management
Socio Economic Objective 900302 Socio-Cultural Issues in Tourism
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2012, Sage
Persistent URL http://hdl.handle.net/10536/DRO/DU:30046551

Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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Created: Fri, 03 Aug 2012, 12:19:19 EST by Aysun Alpyurek

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