... 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...

...Yusi Cheng; Wei Wei; Lu Zhang This study aims to understand customers’ watching experience with travel vlogs and its impacts on one of the most prominent manifestations of customer engagement behaviors (CEBs) – word-of-mouth (WOM) – and their travel intention. Drawing upon the theory...