Social content search in tourism purchase decisions

Alan Wilson, Jillian Ney

Research output: Chapter in Book/Report/Conference proceedingConference contribution book


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.
Original languageEnglish
Title of host publicationProceedings of the Academy of Marketing Conference 2011
Subtitle of host publicationMarketing Field Forever
Number of pages6
Publication statusPublished - May 2011
EventAcademy of Marketing Conference - Liverpool, United Kingdom
Duration: 3 Jul 2011 → …


ConferenceAcademy of Marketing Conference
Country/TerritoryUnited Kingdom
Period3/07/11 → …


  • social content
  • social media
  • marketing communication


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