DMO social media engagement dataset

The dataset consists of 21677 tweets posted from 25th March 2019 to 31st January 2022 by 23 Destination marketing organizations (DMO). The tweets were collected to study the social media content strategy of DMOs. Specifically, the research attempted to study how the linguistic features in social media content strategies of DMOs change during the pre-Covid, lockdown and post lockdown phases and what was its impact on social media user engagement. Accordingly the data constitutes key variables like confidence and positive engagement expressed in a tweet, the amount of cognitive content embedded in a tweet, the media type, number of hashtags, mentions and word count of a tweet. The number of likes and retweets associated with each tweet is also captured. The dataset also captures the date and time stamp of each tweet to classify it according to three different phases namely, pre-COVID, during lockdown and post-COVID. The timelines are choses as per the Government of India's declaration of the lockdown.

本数据集包含2019年3月25日至2022年1月31日期间，由23家目的地营销组织（Destination Marketing Organizations，DMO）发布的共计21677条推文。本数据集的采集旨在研究目的地营销组织的社交媒体内容策略。具体而言，本研究旨在探究目的地营销组织社交媒体内容策略中的语言特征，在新冠疫情前、封锁期及解封后三个阶段的变化规律，及其对社交媒体用户参与度的影响。据此，本数据集涵盖多项核心变量，包括推文中体现的置信度与正向参与度、推文中嵌入的认知性内容占比、媒体类型、话题标签（hashtag）数量、提及对象数量以及推文单词数。此外，每条推文对应的点赞与转发（retweet）数量也被同步记录。数据集同时收录每条推文的日期与时间戳，以便按照印度政府发布的封锁令划定的三个阶段进行分类，即新冠疫情前、封锁期间及新冠疫情后。

搜集汇总

背景与挑战

背景概述

该数据集包含21677条推文，由23个目的地营销组织在2019年3月至2022年1月期间发布，用于分析COVID-19前、封锁期间和封锁后阶段的社交媒体内容策略变化及其对用户互动的影响。数据集涵盖了推文的多项语言和互动指标，如信心、积极互动、认知内容、媒体类型、标签数量、提及次数、字数、点赞和转发数，并基于印度政府封锁声明的时间戳进行分类。