DMO social media engagement dataset
Description
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.