IMPACT OF THE COVID-19 PANDEMIC ON ENGAGEMENT OF THE TOURIST INFORMATION CENTRE'S FACEBOOK PAGE
IMPACT OF THE COVID-19 PANDEMIC ON ENGAGEMENT OF THE TOURIST INFORMATION CENTRE'S FACEBOOK PAGE
Author(s): Martkéta Zajarošová, Slavomíra Ficeriová, Lenka KauerováSubject(s): Social Sciences, Economy, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Covid-19 Pandemic; Facebook; Facebook Analytics; Daily Net Likes; Daily Page Engaged Users; Social Network; Tourism Industry; Tourist Information Centre;
Summary/Abstract: One of the biggest questions on all marketers’ minds is, “How do we get more Facebook engagement for our brand?” Facebook engagement is any action someone takes on a Facebook page or one of someone's posts. The most common examples are likes, comments, and shares, but it can also include checking in to your location or tagging you in a post. Facebook engagement matters because it can help extend organic reach. According to Statista with over 2.7 billion monthly active users as of the second quarter of 2020, Facebook is the biggest social network worldwide. This study aims to identify the impact of the Covid-19 pandemic on engagement of the tourist information centre's Facebook page. We empirically analyse data from the official tourist Facebook account “Visit Kosice” using Facebook Insight for observed period March to June 2019 and 2020. The Covid-19 pandemic has affected the usage of social media by the world's general population, and we compare data before and during the Covid-19 pandemic. The results show whether or not the pandemic affects the behaviour of Facebook users.
Journal: Marketing Identity
- Issue Year: 8/2020
- Issue No: 1
- Page Range: 640-649
- Page Count: 10
- Language: English