Exploring online destination brand advocacy

This paper explores online brand advocacy (OBA) in a tourism destination context. Through Social Influence Theory lens, it the ways which residents and overseas tourists discuss Australia as on social media. By analyzing big dataset of media user-generated content (UGC), this study sought to identify key dimensions evident positively valenced UGC, see whether these varied between tourists, reflected OBA. The analyses found (ODBA) had five dimensions: Destination Acknowledgement (hashtags), Insights, Positivity Experience Sharing, Brand Defence Positive Virtual Visual Cues. results have implications for management organisations (DMOs) use Suggestions DMOs about incorporating ODBA their marketing branding strategies, are given at conclusion paper. Some theoretical implications, specifically need further investigate ODBA, also outlined.