Skip to main content

Linchi Kwok in the News - by SU News Services*

Syracuse University assistant professors Linchi Kwok of the College of Human Ecology and Bei Yu of the School of Information Studies (iSchool) received a 2010 Harrah Hospitality Research Center grant award for their project, “Typology of Social Media Marketing Messages: A Social Networking Website Perspective.”

The $32,333 grant awarded to Kwok and Yu will fund a two-part study concerning how hospitality companies use social media in marketing. They plan to build on media and marketing theories with the aid of text analytics techniques. Research findings may help hospitality and marketing professionals identify means of communicating with target consumers through social media tools and possibly develop strategies to shape consumers’ discussions in social media according to a company’s mission and marketing goals. To facilitate large-scale data analysis, Kwok and Yu will develop new computational methods to automatically code informational and transformational marketing messages and the sentiment of consumer responses in social media.

The first part of the study will focus on the types of marketing messages that hospitality companies use to communicate with consumers. The second part will monitor consumers’ word-of-mouth reactions to the marketing messages they received through social media platforms such as Facebook.

The Harrah Hospitality Research Center at the Harrah Hotel College at the University of Nevada, Las Vegas was established in 2008 and is dedicated to the advancement of research and practices in the hospitality industry.

Kwok received a Ph.D. in hospitality administration and a master’s degree in restaurant, hotel and institutional management from Texas Tech University. His areas of interest include organizational behavior, recruitment and selection, social media, and event management.

Before joining SU, Yu was a postdoctoral researcher at the Northwestern University’s Kellogg School of Management. She received a Ph.D. from the Graduate School of Library and Information Science at University of Illinois at Urbana-Champaign. Her research focuses on the areas of information retrieval, machine learning, and natural language processing. Her research interests also include developing text mining methods, especially emotion and opinion analysis approaches, to support data-driven scholarship in humanities and social science research. She also holds bachelor’s and master’s degrees in computer science.

* An identical news article can be accessed via the following hyperlink: http://insidesu.syr.edu/2010/06/11/syracuse-faculty-members-awarded-grant-through-harrah-hospitality-research-center/
* Another news from SU's iSchool: http://www.ischool.syr.edu/newsroom/news.aspx?recid=920

Comments

Popular posts from this blog

Yammer: A Social Networking Site Exclusively for the Workplace

Effective internal communications among employees are related to some desirable organizational outcomes, such as robust morale, a clear vision, low turnover, and high employee engagement. The question is what platform can serve the purpose. This ABC News video introduces “ Yammer ,” an exclusive internal communication tool for companies. A user must use a valid company e-mail address to sign up for an account. Once an account is validated, the user will be led to the company page that is pretty much like a Facebook page. The difference is that only the users whose e-mail addresses share the same domain can see the wall and communicate with each other. I have no question about whether Yammer could be a useful internal communication tool for companies, but I just wonder: how many social networking sites do people need for communication? Why people have to “create” so many platforms or channels for “effective communications”? To many people, Facebook is only for “friends,” whe

How Covid-19 will change the HR department? (by Vivian Tan)

With the current pandemic happening, many businesses are having a hard time. It is hard for them to maintain to pay all their employees, and many things have changed on how companies are running during Covid-19. Because of this virus, employees work from home and might lack the motivation to finish their tasks. Many businesses shut their doors infinitely and file for bankruptcy because it is hard to pay their employees, and there are not many businesses coming in. In the hospitality industry, the HR department must create policies and answer questions from the outbreak. It is also essential that they communicate with workers for any updates and make sure that it does not affect their daily operations.     When it comes to covid-19 concerns, the HR department should communicate with the employees for any updates on the virus, such as informing employees about policies, personal hygiene, posting signs around the workplace about symptoms of the virus, and wear masks. Also, asking employee

The 2020 hospitality and tourism trends that will likely stay in 2021 and beyond

The COVID-19 pandemic had made an unprecedented impact on the   global economy   in 2020. The good news is the long-waited COVID-19 vaccines will   soon become available . Let’s hope that the coronavirus will disappear soon as we enter the New Year.     Looking back before we look forward   At year-end 2019, I predicted a few   2020 trends   in hospitality, retail, and tourism businesses. For example, I recommended that we should pay special attention to the following areas:      A shifting focus on food delivery, sustainable food, and quick-casual restaurants. Using AI and facial recognition in service operations.   The threats from Google, Amazon, and Airbnb as a (potential, new) giant tourism enterprise in the market.   Investors’ growing interest in boutique retail stores and hotels. Customer loyalty issues as more travel companies adopted the dynamic pricing strategy even in their frequent traveler programs.   Safety issues during travel.     Certainly, the global pandemic was not