Social media content strategy for DMOs: examining linguistic style in times of crisis

The COVID-19 outbreak has drastically impacted destination marketing organisations’ (DMOs) communication and consumer engagement on social media. The study examines consumer engagement during different stages of the COVID-19 pandemic (pre-COVID, lockdown, post-lockdown) based on the language used by DMOs in their social media communications. An analysis of 21,677 tweets recording 3.63 million impressions on 23 official Indian DMOs’ Twitter handles was undertaken. The Linguistic Inquiry and Word Count dictionary examined the tweets’ linguistic characteristics. Negative binomial regression was employed to test the hypotheses. Results show that 1) consumer engagement on Twitter, measured as likes and retweets, increased during lockdown; 2) the use of linguistic text features by DMOs has changed with the pandemic stages; and 3) while cognition significantly explained the changes in consumer engagement, positive emotion partially explained, and confidence failed to account for the changes. The findings provide operational guidance for DMOs on how to design social media content.