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Keywords: S-O-R model and engagement theory
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Journal Articles
Journal of Hospitality and Tourism Insights (2024) 7 (4): 2347–2366.
Published: 31 October 2023
...Sarah Khan; Abdul Wahab Purpose The purpose of this study is to address the issue of customer engagement faced by the hospitality industry. By employing the Stimulus–Organism–Response (S-O-R) model and engagement theory, this study investigates the influence of social media marketing (SMM...
