The digital endorser: how do virtual influencers impact destination brand engagement? / Xinying Yuan and Faiz Izwan Anuar
This research investigates the influence of virtual influencers on brand engagement and travel intentions towards Chinese tourism destinations. Utilizing the Partial Least Squares Structural Equation Modelling (PLS-SEM) methodology, we explored the extent to which content credibility and interaction...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Hotel & Tourism Management, Universiti Teknologi MARA
2024
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/98038/1/98038.pdf https://ir.uitm.edu.my/id/eprint/98038/ https://www.jthca.org/ |
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