Table 1 Analysis sheet variables of both instruments.
Nation brand analysis sheet | UGC analysis sheet | ||
|---|---|---|---|
Country | • Argentina | Country | • Argentina |
• Ecuador | • Ecuador | ||
• Panama | • Panama | ||
• Mexico | • Mexico | ||
• Venezuela | • Venezuela | ||
Type of post | • Videos | Type of post | • Videos |
• Reels | • Reels | ||
• Photo Rolls | • Photo Rolls | ||
• Photography | • Photography | ||
N likes | n | N likes | n |
N comments | n | N comments | n |
Do any special effects appear in the video/photo(s)? | Yes/No | Do brand images such as logos, corporate colors, and slogans appear in the post? | Yes/No |
Is there a Corporate Social Responsibility statement (e.g., sustainability or a charity initiative or partnership)? | Yes/No | Do images of the destination-country appear in the post? | Yes/No |
Do any non-sports celebrities or influencers appear in the post? | Yes/No | Do any special effects appear in the video/photo(s)? | Yes/No |
Do any sports celebrities appear in the post? | Yes/No | Sentiment of the post | • Positive |
• Neutral | |||
• Negative | |||
Are there any tourist or destination promotions in the post (e.g., price promotions, discounts, 2-for-1 offers)? | Yes/No | ||
Is a contest (giveaway) promoted in the post? | Yes/No | ||
Is interaction or conversation encouraged in the post (e.g., by asking the audience, taking a poll, etc.)? | Yes/No | ||
Is there a sponsorship or partnership statement with an event, another brand, or a non-charitable organization (i.e., more of a brand alliance than a Social Responsibility)? | Yes/No | ||
