Vertaisarvioitu alkuperäisartikkeli tai data-artikkeli tieteellisessä aikakauslehdessä (A1)

Positive and negative emotional spirals in eWOM of new recreational sports: A case study on Nordic Walking




Julkaisun tekijätMarta Zurawik, Ulla Hakala, Birgitta Sandberg

KustantajaInderscience Publishers

PaikkaGenèva

Julkaisuvuosi2019

JournalInternational Journal of Leisure and Tourism Marketing

Volyymi6

Julkaisunumero3/4

Aloitussivu254

Lopetussivun numero278

DOIhttp://dx.doi.org/10.1504/IJLTM.2019.103564

Verkko-osoitehttps://www.inderscience.com/info/inarticle.php?artid=103564

Rinnakkaistallenteen osoitehttps://research.utu.fi/converis/portal/detail/Publication/43316747


Tiivistelmä

Practising physical activities in public spaces may evoke a variety of emotional expressions,
particularly when an activity is considered novel and embarrassing. To date, there is limited
knowledge on emotional sharing concerning novel recreational activities in online context via
electronic word-of-mouth (eWOM). We approach this knowledge gap by exploring online
discussions on Nordic walking, the purpose being to investigate emotional sharing in online
discussions concerning the activity. In our netnographic study, we analyse what kinds of
discrete emotions related to Nordic walking are shared online in different countries, what the
triggers of online emotional sharing are and what the outcomes expressed online by Nordicwalking practitioners are. We collected data from countries with various levels of Nordicwalking popularity and discovered four types of dynamics – negative spiral, positive spiral,
positive change and negative change – that add to the research concerning emotional sharing.


Ladattava julkaisu

This is an electronic reprint of the original article.
This reprint may differ from the original in pagination and typographic detail. Please cite the original version.




Last updated on 2022-07-04 at 17:32