{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,11,20]],"date-time":"2025-11-20T12:41:22Z","timestamp":1763642482353,"version":"3.41.2"},"reference-count":53,"publisher":"Emerald","issue":"4","license":[{"start":{"date-parts":[[2018,11,19]],"date-time":"2018-11-19T00:00:00Z","timestamp":1542585600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["TR"],"published-print":{"date-parts":[[2018,11,19]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>The purpose of this paper is to present knowledge acquired through examining three cruise lines\u2019 social media strategies over a three-year period, analyzing the network structures involved and demonstrating the value of the STAR (storytelling, triggers, amusement and reaction) model for enhancing social media activity.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>This study gathered data from three cruise lines\u2019 official websites and Facebook and Twitter accounts, examining variables such as internet presence, engagement and fans\/followers. Furthermore, the work also addresses several issues that researchers encounter when using the STAR model.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>Digital activity was found to vary significantly between the three cruise lines\u2019 websites and Facebook and Twitter accounts, with the companies adopting different approaches and obtaining different results. Each company tended to have its own base of fans and followers, who shared a common language, reflected in the hashtags they used. The results show that cruise lines wishing to develop a content-oriented strategy that maximizes engagement in social media should share rich multimedia content that supports storytelling values and can be used on multiple platforms.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>This work can be of interest to practitioners aiming to use a comparison and assessment tool for their digital activity. It could also assist future researchers focusing on cruise line activity, as few researchers have analyzed the online content strategies of cruise lines, particularly on Facebook and Twitter.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/tr-10-2017-0155","type":"journal-article","created":{"date-parts":[[2018,10,17]],"date-time":"2018-10-17T06:42:47Z","timestamp":1539758567000},"page":"433-447","source":"Crossref","is-referenced-by-count":25,"title":["Cruise tourism: social media content and network 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