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Keywords: Social media influencer (SMI)
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Journal Articles
International Journal of Contemporary Hospitality Management (2021) 33 (7): 2337–2351.
Published: 17 May 2021
...Jie Sun; Xi Yu Leung; Billy Bai Purpose This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines the role of followers’ gender in event SMI marketing effectiveness. Design...
