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This study aims to identify what type of post is most effective in drawing fans to like, comment on or share it, building on the premise that hotels can only benefit when “fans” – customers who “like” them – engage in discussion and interaction on Facebook.

In the case of the Super 8 Hotels Facebook fan page, 14 underlying factors related to themes, media, characteristics and time are identified in a content analysis of its posts. Multilevel regression is employed in the study to test the effects of these 14 factors on the number of fans who like, comment on or share a post.

Posts about hotel products and attributes diminish the attractiveness to the hotel brand’s Facebook page. The posts that include award and discount information, expressed in a humorous way or end with requests to like tend to be liked more often by fans. Furthermore, posts ending with a question are likely to get more comments, but these questions have a negative influence on the number of likes the post receives. In addition, posts with pictures or involving environment concerns are more likely to be shared by fans.

The paper provides hotel practitioners with implementable communication tactics to increase their appeal to consumers on Facebook.

The study represents a new academic area of how to communicate using social media and concludes with practical strategies for hoteliers seeking to utilize Facebook as an effective marketing tool.

This study aims to explore the gap between information needs and services for autism in China.

The gap is revealed by investigating the status quo of autism information needs and services. The authors extracted categories and subcategories of information needs through content analysis of academic documents and then supplemented the subcategories through text mining of an online forum. Meanwhile, categories and subcategories of information services were extracted through content analysis of autism websites. Finally, the authors matched the two to explore the gap and designed a quantitative index to measure it.

A total of eight and ten categories of information needs and services are extracted, respectively. In total, six categories of information needs can be partly matched, but nearly half of the subcategories failed. Huge gaps in economic support, sociality and policy mechanisms categories are observed through the quantitative index and medium gaps in social resource services and employment categories while almost no gaps in psychological/emotional counseling, rehabilitation skills training and professional knowledge/information categories.

This study takes a deep insight into the gap between autism information needs and services in China, providing evidences and suggestions for information providers to improve their services. Academic documents and online forum data are adopted to avoid the impact of stigmatization, which provides a multi-source data analysis approach for the information needs of special groups.