Content Analysis of Various Types of Newsjacking by Iranian Tourism Brands: A Case of Alibaba

Subject Areas :

Zeinab Mahmoodi Pachal ¹ , Ghasem Zarei ² , Naser Seifollahi ³ , Hossein Rahimi Klour ⁴

1 - PhD Candidate, Department of Business Management, Ardabil University of Medical Sciences, Ardabil, Iran
2 - Professor, Department of Business Management, Ardabil University of Medical Sciences, Ardabil, Iran
3 - Professor, Department of Business Management, Ardabil University of Medical Sciences, Ardabil, Iran
4 - Associate Professor of BussinessManagement Department, Mohaghegh Ardabili University, Ardabil, Iran

Received: 2023-09-25 Accepted : 2023-12-04 Published : 2024-07-13

Keywords: content analysis, newsjacking, tourism brands,

Abstract :

Newsjacking means that brands direct the wave towards themselves by reacting to a trending news story, whether it is breaking news or a planned event. This study, conducted with a qualitative approach using content analysis, investigates the effect of newsjacking on Iranian tourism brands from the perspective of marketing experts in the tourism sector. The statistical population included all marketing and content production specialists in the tourism field within the country. Ultimately, 15 experts were selected as the sample through theoretical sampling. To collect data, the interviewees observed and reviewed examples of both types of newsjacking (reaction to breaking news and planned events) published by Alibaba. They acknowledged that they are more likely to like, share, and engage with content related to breaking news.

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