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Keywords: Message appeal
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Journal Articles
Journal of Hospitality and Tourism Technology (2021) 12 (4): 672–688.
Published: 19 August 2021
... theory, message appeals and involvement theory. To test the proposed framework, three experiments were conducted online with real customer samples. T-tests, ANOVA and SPSS PROCESS macro were used for data analysis. Findings The results revealed that online reviews with higher online ratings and emotional...
