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Keywords: Hotel booking intentions
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Journal Articles
Nhi Thao Ho-Mai, Vinh Trung Tran, Vien Ky Nguyen, Uyen Thi Thu Do, Thanh Ba Truong, Phuong Thi Kim Tran
Journal of Research in Interactive Marketing (2024) 18 (6): 1155–1177.
Published: 05 February 2024
... online celebrity brand equity (OCBE) and follower's hotel booking intentions (FBI). Design/methodology/approach Paper-based and online surveys were used to collect data from 443 respondents who had been using TikTok and had followed at least one online celebrity on TikTok, while that online celebrity...
