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Keywords: Willingness to pay a price premium
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Journal Articles
Journal of Hospitality and Tourism Technology 1–20.
Published: 23 June 2026
...Supawat Meeprom; Akkhaporn Kokkhangplu Purpose This study aims to examine the impact of content quality, expertise and perceived vlogger popularity on social media trust, which subsequently predicted willingness to pay a price premium (WPPp) at a restaurant from a millennial consumer’s perspective...
