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Comparing Australian and Malaysian Destination’s Internet Diffusion

Budd, D.B., Ismail, A.F. and Murphy, J. (2014) Comparing Australian and Malaysian Destination’s Internet Diffusion. In: Kubacki, K., (ed.) Ideas in Marketing: Finding the New and Polishing the Old. Springer, Cham, pp. 794-797.

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In a recent study, practitioners ranked social media as the top research priority and academics ranked social media second (Williams, Stewart and Larsen 2012). Academics and practitioners concur on the need to research how to use social media for destination marketing, and the need to measure these emerging technologies’ impact on destination performance. Destination managers and consultants seek answers on social media best practices and return on investment (Fisher 2009; Hoffman and Fodor 2010).

Item Type: Book Chapter
Publisher: Springer, Cham
Copyright: © 2015 Academy of Marketing Science
Other Information: Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)
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