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This paper explores online brand advocacy (OBA) in a tourism destination context. Through a Social Influence Theory lens, it explores the ways in which residents and overseas tourists discuss Australia as a destination brand on social media. By analyzing a big dataset of social media user-generated content (UGC), this study sought to identify the key dimensions evident in positively valenced social media UGC, to see whether these dimensions varied between residents and overseas tourists, and to see whether the dimensions reflected OBA. The analyses found online destination brand advocacy (ODBA) had five dimensions: Destination Acknowledgement (hashtags), Destination Insights, Destination Positivity and Experience Sharing, Destination Brand Defence and Positive Virtual Visual Cues. The results have implications for the ways destination management organisations (DMOs) use social media. Suggestions for DMOs about incorporating ODBA in their marketing and branding strategies, are given at the conclusion of this paper. Some theoretical implications, specifically the need to further investigate ODBA, are also outlined. [ABSTRACT FROM AUTHOR]

Background It has been shown that physical activity is more likely to increase if web-based interventions apply evidence-based components (e.g. self-monitoring) and incorporate interactive social media applications (e.g. social networking), but it is unclear to what extent these are being utilized in the publicly available web-based physical activity interventions. The purpose of this study was to evaluate whether freely accessible websites delivering physical activity interventions use evidence-based behavior change techniques and provide social media applications. Methods In 2013, a systematic search strategy examined 750 websites. Data was extracted on a wide range of variables (e.g. self-monitoring, goal setting, and social media applications). To evaluate website quality a new tool, comprising three sub-scores (Behavioral Components, Interactivity and User Generated Content), was developed to assess implementation of behavior change techniques and social media applications. An overall website quality scored was obtained by summing the three sub-scores. Results Forty-six publicly available websites were included in the study. The use of self-monitoring (54.3%), goal setting (41.3%) and provision of feedback (46%) was relatively low given the amount of evidence supporting these features. Whereas the presence of features allowing users to generate content (73.9%), and social media components (Facebook (65.2%), Twitter (47.8%), YouTube (48.7%), smartphone applications (34.8%)) was relatively high considering their innovative and untested nature. The average Behavioral Components score was 3.45 (±2.53) out of 10. The average Interactivity score was 3.57 (±2.16) out of 10. The average User Generated Content Score was 4.02 (±2.77) out of 10. The average overall website quality score was 11.04 (±6.92) out of 30. Four websites (8.7%) were classified as high quality, 12 websites (26.1%) were classified as moderate quality, and 30 websites (65.2%) were classified as low quality. Conclusions Despite large developments in Internet technology and growth in the knowledge of how to develop more effective web-based interventions, overall website quality was low and the majority of freely available physical activity websites lack the components associated with behavior change. However, the results show that website quality can be improved by taking a number of simple steps, and the presence of social media applications in most websites is encouraging. [ABSTRACT FROM AUTHOR]