Destination Management Organizations (DMOs) | Business Communication

Running head: BUSINESS COMMUNICATION
Business Communication
Name of the Student:
Name of the University:
Author’s Note

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BUSINESS COMMUNICATION
Citation Mariani, M. M., Di Felice, M., & Mura, M. (2016). Facebook as a
destination marketing tool: Evidence from Italian regional
Destination Management Organizations. Tourism
management, 54, 321-343.
A short Summary
of Author’s
Viewpoint
Mariani, Di Felice & Mura, (2016) provides evidence from Italian
regional destination office regarding how Facebook has an impact on
overall tourism management.
Summary The research paper appropriately shows how Facebook can be used by
Destination Management Organisations (DMOs) for to promote and
market their destinations, and improves on the current metrics for
capturing user engagement. The author intends to target the DMOs
which are operating in Italy as their target audience. The research
paper tactfully shows how Facebook is used in DMOs which are
operating in Italy and the same can have an impact on the engagement
which is taking place.
Evaluation of the
Author’s
Authority/
Background
The authors have their own respective credibility which makes the
research accurate. M. Di Felice has a master degree as well as PHD
degree in Computer Science and is also visiting lecturer and has
published more than 60 journal articles. M.M Mariani is a Professor of
Strategic Management and Marketing and also a Director of Tourism
Management. M. Mura is an Assistant Professor at the Department of
Management of the University of Bologna.
Evaluative
Comment on how
It can be said that the topic which is covered in the Bibliography is
justified as I also believe Facebook can have financial impacts. The

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BUSINESS COMMUNICATION
the work fits into
your research
Topic
financial impacts on Tourism Industry is immense for Facebook
Citation Schivinski, B., & Dabrowski, D. (2015). The impact of brand
communication on brand equity through Facebook. Journal of
Research in Interactive Marketing.
A short Summary
of Author’s
Viewpoint
Schivinski & Dabrowski, (2015) provides explanation as to how brand
equity can be affected through brand communication by using
Facebook as a tool
Summary The impact of brand communication on brand equity is appropriately
demonstrated by the author in this paper. The author of the paper
intends to target the marketing professionals and executives as hiss
target audience. As the brand equity of a business enhances, the
revenue generation for the business is also likely to increase which
makes the topic of the annotated bibliography to be accurate as there
are financial effects for the use of Facebook.
Evaluation of the
Author’s
Authority/
Background
This research was supported by the Faculty of Management and
Economics and the Department of Marketing at Gdansk University of
Technology. The authors have more experience in such kinds of
research and are faculty members and scholars
Evaluative
Comment on how
The research paper shows that Facebook can be put to use for long
term financial gains and this finding is similar with the research work

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BUSINESS COMMUNICATION
the work fits into
your research
Topic
findings of Mariani, Di Felice & Mura, 2016). Brand communication
can be conducted appropriately with the social medium and Facebook
is a fast growing social media.
Citation Shin, W., Pang, A., & Kim, H. J. (2015). Building relationships
through integrated online media: Global organizations’ use of
brand web sites, Facebook, and Twitter. Journal of Business and
Technical Communication, 29(2), 184-220.
A short Summary
of Author’s
Viewpoint
Shin, Pang & Kim, (2015) provides description as to how Facebook
can build relationship through online media and support the
operations.
Summary The research paper shows application of social media platform such as
Facebook and other social media apps for building the confidence and
relation with the company. The researcher targets the management of
an organisation as the intended audience. The research work shows
that social media is not just a place for disseminating information but
also for communicating with the stakeholders of the business
Evaluation of the
Author’s
Authority/
Background
The authors have appropriate knowledge o the impact of digital
media on a business and has necessary experience to conduct
researches on the topics.
Evaluative
Comment on how
The view point of (Schivinski & Dabrowski, 2015) is consistent with
the research of the author in this case and both the paper shows that

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BUSINESS COMMUNICATION
the work fits into
your research
Topic
Facebook can be used for effective promotion and this generates more
revenue for the business.
Citation Weedon, J., Nuland, W., & Stamos, A. (2017). Information
operations and Facebook. Retrieved from Facebook:
https://fbnewsroomus. files. wordpress. com/2017/04/facebook-and-
information-operations-v1. pdf.
A short Summary
of Author’s
Viewpoint
Weedon, Nuland & Stamos, (2017) provides details research work on
how Facebook can contribute to information operations.
Summary The research paper shows the sharing of information which takes
place with the help of Facebook for a business. This can be done
through a service which is offered by Facebook Inc for its customers.
The information is available from the Facebook can also be used for
taking major decisions for the business and the same is directly linked
with the corporate goals of the business. and thereby financial
performance of the business.
Evaluation of the
Author’s
Authority/
Background
Jen Weedon is the manager of Facebook's Threat Intelligence team
and has held leadership roles at FireEye, Mandiant. William Nuland is
an analyst on the Facebook Threat Intelligence team and has worked
in threat intelligence at Dell SecureWorks.
Evaluative In the words of (Schivinski & Dabrowski, 2015), Facebook can be

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Comment on how
the work fits into
your research
Topic
used for brand communication which would allow the business to
build a brand equity status. As per (Shin,, Pang & Kim, 2015),
Facebook’s nowadays forms an important medium for building
relation with the customer. Therefore, the work demonstrates use of
Facebook can generate appropriate financial returns.
Citation Luarn, P., Lin, Y. F., & Chiu, Y. P. (2015). Influence of Facebook
brand-page posts on online engagement. Online Information
Review.
A short Summary
of Author’s
Viewpoint
Luarn et al., (2015) provides details research on influences which
Facebook has on brand engagements.
Summary The research paper positively shows that the growth of social media
has attracted the attention of the companies to use the social media to
share information. The target audience for the research paper are
management of companies which are using social media for
communicating regarding the products which is being offered by the
business. The work which is covered in this research is also
comparable and similar with the work which is cited for (Shin,, Pang
& Kim, 2015). Facebook helps in building brand loyalty for its
customers and this can assist any business and help them to generate
more revenue.
Evaluation of the
Author’s
P. Luarn has a PhD in Industrial Engineering and has research
experience in e-commerce, internet marketing and social network

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BUSINESS COMMUNICATION
Authority/
Background
services. F. Lin conducts research on user behaviour in online social
networks, computer-mediated communication
Evaluative
Comment on how
the work fits into
your research
Topic
The research paper shows proper hypothesis in order to establish the
fact that Facebook has an impact on the revenue which is generated, It
can therefore be said that the opinion of the author is accurate and the
topic of the annotated Bibliography is justified.
Citation Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content
and consumer engagement on social media: Evidence from
Facebook. Management Science, 64(11), 5105-5131.
A short Summary
of Author’s
Viewpoint
(Lee, Hosanagar & Nair, (2018) focuses on use of social media for
advertisement and promotions
Summary This article talks about the potential of Facebook as a strategic
management tool and how the same helps in effective generation of
revenue. The author takes the data a point which is available from
Facebook effectively helps in finding the results of the research
project. Social media is gradually taking up a greater share of
consumers’ time spent online and, as a result, is becoming a larger
component of firm’s advertising budgets. The target audience for the
author in this case is marketing professionals for a business. The
research works of (Luarn, Lin & Chiu, 2015), if compared to this

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research work shows no particular difference as both the authors
agrees that Facebook can help in strategic advertisement for a
business.
Evaluation of the
Author’s
Authority/
Background
The author has vast experience on the application of social media and
how the same can be used as a strategic marketing tool
Evaluative
Comment on how
the work fits into
your research
Topic
The research paper shows the application of Facebook for the purpose
of strategic management and therefore, it can be said that the research
work is consistent with the topic of the annotated bibliography.
Citation Kim, D. H., Spiller, L., & Hettche, M. (2015). Analyzing media
types and content orientations in Facebook for global
brands. Journal of Research in Interactive Marketing.
A short Summary
of Author’s
Viewpoint
Kim, Spiller & Hettche, (2015) researches on contribution og
Facebook in global brand developments
Summary The research paper shows that social media has grown significantly in
importance over the years and Facebook has been able to capture the
market as one of the best social media sites. The research work shows
the information regarding products of a company can be shared in

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Facebook which would then attract the interest of several customers
which enhances the sales of the business. The research paper shows
that Facebook has access to global brands and the same are
appropriately promoted through the medium.
Evaluation of the
Author’s
Authority/
Background
The author are colleagues who have conducted a joint research on the
topic and individually has vast experience to conduct the research
Evaluative
Comment on how
the work fits into
your research
Topic
In an overall analysis, it can be said that Facebook does have a
financial impact even though the same might not be direct. Therefore,
it can be said that the research work is consistent with the topic of the
annotated bibliography.
Citation Galati, A., Crescimanno, M., Tinervia, S., & Fagnani, F. (2017).
Social media as a strategic marketing tool in the Sicilian wine
industry: Evidence from Facebook. Wine Economics and
Policy, 6(1), 40-47.
A short Summary
of Author’s
Viewpoint
Galati et al. (2017) researches on the case of Sicilian wine industry
and how the same is impacted by Facebook.
Summary The research paper shows that Facebook can be used for a strategic
management process for collecting information and them the same can

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BUSINESS COMMUNICATION
be used in decision making process of a business. The case which is
referred in the research paper is of Sicilian wine industry and how the
same business can effectively use Facebook pages to promote the
products of the business. The research paper shows that Facebook has
helped the business to enhance the sales revenue of the business as the
demand for the product in the market had increased.
Evaluation of the
Author’s
Authority/
Background
The authors have widespread knowledge of social media applications
and is closely in study with Sicilian wine industry
Evaluative
Comment on how
the work fits into
your research
Topic
The research paper emphasises on the importance of social media as a
tool for promoting ones business. Therefore, it can be said that the
topic which is covered by the research paper is consistent with the
bibliography.
Citation Erkan, I., Gokerik, M., & Acikgoz, F. (2019). The Impacts of
Facebook Ads on Brand Image, Brand Awareness, and Brand
Equity. In Handbook of Research on Entrepreneurship and
Marketing for Global Reach in the Digital Economy (pp. 442-462).
IGI Global.
A short Summary Erkan, Gokerik & Acikgoz, (2019) researches on the Brand Image,

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BUSINESS COMMUNICATION
of Author’s
Viewpoint
Brand Awareness, and Brand Equity concepts and how the same is
impacted with the use of Facebook
Summary The research work of the authors shows that Facebook plays a vital
role in brand promotion, awareness and equity. The authors suggests
that Facebook can be used as a strategic management tool for
enhancing the strategic decision making process and social media
awareness for the business. This in turn helps the business with
appropriate generation of revenue and long term profits
Evaluation of the
Author’s
Authority/
Background
The authors are university professors and scholars who have
appropriate knowledge in the field and intends to enhance the same
further by research work.
Evaluative
Comment on how
the work fits into
your research
Topic
The research paper shows Facebook can be used for proper brand
management which would generate long term financial benefits for a
business and thus is useful for this research topic.
Citation Trattner, C., & Kappe, F. (2013). Social stream marketing on
Facebook: a case study. International Journal of Social and
Humanistic Computing, 2(1-2), 86-103.
A short Summary
of Author’s
Trattner, & Kappe, (2013) researches on features of social marketing
and overall financial impacts the same creates.

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BUSINESS COMMUNICATION
Viewpoint
Summary The research work shows ad-driven social network-based marketing
campaign centred on the social network Facebook and how the same
are effective in current market situations. The research also assists in
identifying valuable users which can then help the business to
generate more revenue from activities of the business.
Evaluation of the
Author’s
Authority/
Background
The authors are university professors and have vast experience in
social marketing and application of different tools in regards to the
same
Evaluative
Comment on how
the work fits into
your research
Topic
The research paper shows Facebook application in social marketing
and promotion which generate value of financial nature for both the
companies. Therefore the topic is relevant to the research
Bibliography
Erkan, I., Gokerik, M., & Acikgoz, F. (2019). The Impacts of Facebook Ads on Brand Image,
Brand Awareness, and Brand Equity. In Handbook of Research on Entrepreneurship
and Marketing for Global Reach in the Digital Economy (pp. 442-462). IGI Global.

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BUSINESS COMMUNICATION
Galati, A., Crescimanno, M., Tinervia, S., & Fagnani, F. (2017). Social media as a strategic
marketing tool in the Sicilian wine industry: Evidence from Facebook. Wine
Economics and Policy, 6(1), 40-47.
Kim, D. H., Spiller, L., & Hettche, M. (2015). Analyzing media types and content
orientations in Facebook for global brands. Journal of Research in Interactive
Marketing.
Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement
on social media: Evidence from Facebook. Management Science, 64(11), 5105-5131.
Luarn, P., Lin, Y. F., & Chiu, Y. P. (2015). Influence of Facebook brand-page posts on online
engagement. Online Information Review.
Mariani, M. M., Di Felice, M., & Mura, M. (2016). Facebook as a destination marketing tool:
Evidence from Italian regional Destination Management Organizations. Tourism
management, 54, 321-343.
Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity
through Facebook. Journal of Research in Interactive Marketing.
Shin, W., Pang, A., & Kim, H. J. (2015). Building relationships through integrated online
media: Global organizations’ use of brand web sites, Facebook, and Twitter. Journal
of Business and Technical Communication, 29(2), 184-220.
Trattner, C., & Kappe, F. (2013). Social stream marketing on Facebook: a case
study. International Journal of Social and Humanistic Computing, 2(1-2), 86-103.
Weedon, J., Nuland, W., & Stamos, A. (2017). Information operations and
Facebook. Retrieved from Facebook: https://fbnewsroomus. files. wordpress.
com/2017/04/facebook-and-information-operations-v1. pdf.

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BUSINESS COMMUNICATION