Exploring microblog marketing in travelling websites: A Latent Dirichlet Allocation model based approach

Drawing on the qualitative and quantitative data analyses on the microblog content of ten travelling website enterprises on the Sina microblog site, this study exhibits the state of microblog marketing adopted by travelling websites in China. The current performance of travelling websites using microblogs marketing and a model to describe how the topics of microblogs´ content were stated and developed by this study. The empirical findings show travelling websites are good at microblog marketing, but they should pay more attention to attract more verified followers and to keep followers active. Moreover, the regression results show that blog content about promotion and travel guide will have acceleration on the effectiveness of microblog marketing. More interaction with followers is needed by travelling websites´ microblogs.