In a social-media context, brands need to understand how to frame their messages, so that a topic can be quickly recognized, promoting higher levels of user engagement. However, knowledge about the link between content type and its engagement is not sufficiently studied. We first explore hotel Firm-Generated Content (FGC) and its inherent themes using topic modelling; we then use an metric to investigate the engagement levels associated with each topic; thirdly, we compare the relevance attached to the topics with their engagement levels. In total, 44,448 corporate tweets from 62 hotel brands were analyzed to identify 14 topics, one of which had not previously been uncovered. Notably, there was a positive correlation with engagement for content related to hotel management activities and, among smaller groups, to sustainability. The results will expand FGC-related investigation within the hotel sector and will be of interest to firms seeking effective communication strategies.

中文翻译：

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基于主题的参与度分析：关注酒店行业 Twitter 账户


在社交媒体环境中，品牌需要了解如何构建其信息，以便快速识别主题，从而促进更高水平的用户参与度。然而，关于内容类型与其参与度之间的联系的知识尚未得到充分研究。我们首先使用主题建模探索酒店公司生成的内容（FGC）及其固有主题；然后，我们使用一个指标来调查与每个主题相关的参与度；第三，我们将主题的相关性与其参与度进行比较。总共分析了 62 个酒店品牌的 44,448 条企业推文，确定了 14 个主题，其中一个主题以前从未被发现过。值得注意的是，酒店管理活动相关内容的参与度以及较小群体中与可持续发展相关的内容的参与度呈正相关。研究结果将扩大酒店行业内与 FGC 相关的调查，并将引起寻求有效沟通策略的公司的兴趣。