... on the cognitive theory of multimedia processing and dual coding, the purpose of this study is to investigate the effects of positive and negative VeWOM on travel intentions via mental imagery processing, attitudes toward the information, and perceived message credibility. The authors further examine...

... brand perceptions, self-image congruence and consumption intentions through mental imagery processing. Practical implications This study offers helpful implications on how to create a home feeling in P2P accommodations and provides recommendations to promote the connection between consumers...