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The digital relationship between brand and users, and brand and endorsers has been analyzed from different angles. The purpose of this paper is to investigate how these three elements co-create online the brand personality of the firm, through user-generated content.

This study gathered data from the hotels’ websites, Facebook, Twitter and TripAdvisor accounts, examining the content posted by the hotel, by tourists and by the celebrity endorsing some of the hotels. To pursue the aims, the brand personality dimensions communicated online were assessed through content analysis for the global presence and for each social network by user typology to establish the alignment of brand personality traits communicated.

Digital communication was found to vary significantly between the hotels and tourists in different social networks. The amount of content created by tourists is significantly higher than the ones produced by the hotel. The sincerity dimension of brand personality was confirmed in both communications. However, tourists’ brand image impacts brand personality differently than the hotels themselves. Furthermore, an analysis of the influence of customers on social networks indicates that celebrity personality traits seem to impact on the image of a hotel brand.

This research can be used to help brand managers to understand better the digital co-branding with clients and celebrity, as well as to identify gaps in their brand personality strategy. It could also assist future researchers focusing on digital celebrity endorsement since few researchers have analyzed digital communication in different social networks.

O relacionamento das marcas com os consumidores e das marcas com os endorsers tem sido analisado por diversos prismas. O objectivo deste trabalho é analisar como estes três elementos se relacionam e co-criam a personalidade de marca da empresa, através dos conteúdos digitais criados por estes.

Neste trabalho foram recolhidos os conteúdos e comentários com origem na empresa, nos clientes e nos endorsers existentes nas páginas web oficiais dos hotéis, bem como no Facebook, Twitter e TripAdvisor. Através da análise de conteúdo foram determinadas as dimensões da personalidade de marca existentes em cada uma das redes e para cada tipo de utilizador, com vista a determinar a consistência e o alinhamento da comunicação de marca existente.

Os resultados desta investigação apontam para a existência de diferenças significativas entre a comunicação com origem nos hotéis e a originada pelos turistas, nas redes sociais: os turistas criam mais conteúdos que os hotéis; e as dimensões da personalidade de marca comunicadas não são coincidentes, embora a dimensão sinceridade tenha sido encontrada nos conteúdos de ambos. As evidências sugerem que os traços de personalidade do endorser tendem a influenciar a personalidade da marca.

Este trabalho ajuda os gestores a se consciencializarem da importância da co-criação da imagem de marca que ocorre no domínio digital, bem como permite que identifiquem as lacunas existentes na comunicação da personalidade de marca das suas empresas. Este trabalho pode ser útil também para os investigadores que queiram analisar o papel das celebridades na comunicação digital.

The hospitality industry values segmentation and loyalty programs (LPs), but there is limited research on new methods for segmenting loyalty program members, so managers often rely on conventional techniques. This study aims to use big data-driven segmentation methods to cluster customers and provide a new solution for customer segmentation in hotel LPs.

Using the k-means algorithm, this study examined 498,655 profiles of guests enrolled in a multinational hotel chain’s loyalty program. The objective was to cluster guests according to their consumption behavior and monetary value and compare data-driven segments based on brand preferences, demographic data and monetary value with loyalty program tiers.

This study shows that current tier-based LPs lack features to improve customer segmentation, and some high-tier members generate less revenue than low-tier members. Therefore, more attention should be given to truly valuable customers.

Hotels can segment LP members to develop targeted campaigns and uncover new insights. This will help to transform LPs to make them more valuable and profitable and use differentiated rewards and strategies.

As not all guests or hotel brands benefit equally from LPs, additional segmentation is required to suit varying guest behaviors. Hotel managers can use data mining techniques to develop more efficient and valuable LPs with personalized strategies and rewards.

This paper aims to determine whether the implementation of knowledge management (KM) is linked to e‐business performance and to identify the nature of the relationship existing in the different components of knowledge‐sharing and application and internet‐based KM.

This paper establishes a new model of the practices and results of the KM which has been tested in European companies. For that purpose, a structural equation modelling analysis was used.

The results show that product innovation and external employees’ access to databases have a strong positive effect on the maximization of internet‐based KM and that internet‐based KM has also a positive impact on e‐business performance.

Limitations of this study include the need for more research into the KM cycle. This paper contributes to the research on this topic with new evidence in a broad sample.

These results point to KM's usefulness in improving every day e‐business processes. Therefore managers should be aware of these benefits.

The present study advances knowledge on the nature of the relative importance of different components of internet‐based KM as drivers of e‐business performance.

This study unravels the intellectual structure of virtual reality (VR) in digital marketing (DM) research, identifies core research gaps and presents future research avenues. The study also conducts a performance analysis of publications in the field and identifies the most important stakeholders of the stated topic.

The Web of Science database was used to retrieve the publications that were relevant to the topic between 2012 and 2022. Biblioshiny, a shiny app for the Bibliometrix R package, is used to conduct a bibliometric analysis by decoding the results into several visual representations.

This report includes the most prolific contributors, keyword analysis results, productive nations, authors and connections, as well as the most often cited publications on VR in DM. In DM research, numerous perspectives on VR were looked at, explored and revealed.

The findings provide a new perspective and understanding of the issue for researchers in order to improve their research insights in the field. This study will also benefit marketing practitioners in ensuring the sustainability and innovativeness of technology used to run their DM campaigns.

This research provides the first bibliometric analysis of the citation works and productivity in the field of VR in DM using Biblioshiny, identifies core research gaps and provides future research agenda which can be useful to advance the research understanding in this context.