They acclaimed, I used: an investigation of traveller’s behavioural intention to use YouTube shorts for selection of ecotourism destination Available to Purchase

Dr Nidhi Sharma is currently working as Assistant Professor in Marketing at APEX Institute of Management, Chandigarh University, Mohali, India. She has a Ph.D. degree in Management (Marketing). Her research interests include social media, destination marketing, travel and ecotourism. She has published several papers and book chapters in reputed international and national journals and books.

Dr Nilesh Arora is Academician with 21 years of Industry, teaching and research experience. He is a post doctoral research scholar at Putra Business School, Universiti Putra Malaysia. He has an MBA degree in Marketing and Ph.D. in Management. He has been in academic leadership roles for the last ten years and has six years of experience in the industry. He is presently working as Professor in Marketing area and Director, University School of Business, Chandigarh University, Mohali, Punjab, India. He has been teaching courses like Marketing Management, Consumer Behaviour and Advertising. He is an avid Researcher, prolific Writer and an Academician of repute. He has attended and presented research papers in various National and International Conferences and Seminars in leading Universities and has several publications in national and international journals of repute. He has published research papers in various journals like the Journal of Consumer Marketing, Marketing Intelligence and Planning, the Journal of Global Scholars of Marketing Science, the Journal of Global Marketing, Asian Academy of Management Journal, Decision, the International Journal of Business and Globalisation. Dr Arora’s research interests include consumer behaviour, celebrity endorsement, social media advertising and retail.