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Performing Causal Configurations in e-Tourism: a Fuzzy-Set Approach

Author

Listed:
  • Hugues Seraphin

    (University of Winchester, United Kingdom)

  • Adrian Micu

    (Dunarea de Jos University of Galati, Romania)

  • Michele Ambaye

    (Groupe Ecole Superieure de Commerce de Pau, France)

  • Alexandru Capatina

    (Dunarea de Jos University of Galati, Romania)

Abstract

Search engines are constantly endeavouring to integrate social media mentions in the website ranking process. Search Engine Optimization (SEO) principles can be used to impact website ranking, considering various social media channels’ capability to drive traffic. Both practitioners and researchers has focused on the impact of social media on SEO, but paid little attention to the influences of social media interactions on organic search results. This study explores the causal configurations between social mention variables (strength, sentiment, passion, reach) and the rankings of nine websites dedicated to hotel booking (according to organic search results). The social mention variables embedded into the conceptual model were provided by the real-time social media search and analysis tool (www.socialmention.com), while the rankings websites dedicated to hotel booking were determined after a targeted search on Google. The study employs fuzzy-set qualitative comparative analysis (fsQCA) and the results reveal that social mention variables has complex links with the rankings of the hotel booking websites included into the sample, according to Quine-McCluskey algorithm solution. The findings extend the body of knowledge related to the impact of social media mentions on rankings and have relevant practical implications on SEO development.

Suggested Citation

  • Hugues Seraphin & Adrian Micu & Michele Ambaye & Alexandru Capatina, 2016. "Performing Causal Configurations in e-Tourism: a Fuzzy-Set Approach," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 192-201.
    • Handle: RePEc:ddj:fserec:y:2016:p:192-201
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    References listed on IDEAS

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