...Qingxiang An; Linh Ha Le; Ahmet Bulent Ozturk; Murat Hancer Purpose This study aims to examine the effects of text−image congruence on guests’ perceived processing fluency, trustworthiness, attitude toward hotel websites and booking intention. Design/methodology/approach Using a between...

... the statistical significance of the hypothesized relationships. Findings The study found that four qualities of employee live streamers – trustworthiness, attractiveness, responsiveness and expertise – had significant effects on consumers' purchase behaviors and brand image through the mediators of self-congruity...