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Keywords: Advertising value
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Journal Articles
Journal of Hospitality and Tourism Technology (2022) 13 (5): 816–834.
Published: 04 August 2022
...Amir Zaib Abbasi; Carsten D. Schultz; Ding Hooi Ting; Faizan Ali; Khalil Hussain Purpose Drawing on Ducoffe’s advertising value model, this study aims to integrate additional constructs (credibility, fantasy and visual appeal) as important antecedents to the perceived advertising value of vlogs...
